According to a survey, just 7% of consumers do their holiday shopping based on influencer recommendations.

While it might appear that modern marketing is predominantly guided by influencers and celebrities, consumers are not as easily swayed as one might assume.

According to a survey, just 7% of consumers do their holiday shopping based on influencer recommendations. A recent study by Klaviyo highlighted that for many shoppers, traditional methods remain more significant. Specifically, 47% of consumers indicated that in-store shopping influenced their decisions, while 44% cited online browsing as a key factor.

This doesn’t mean social media plays no role in holiday shopping; about 29% of over 8,500 respondents acknowledged that social media impacted their choices. Additionally, 27% noted that TV ads were influential, and 19% pointed to email marketing.

Younger consumers tend to be more susceptible to social media influence. For instance, while 39% of millennials considered social media their top marketing channel, this figure rose to 61% among Gen Z shoppers. Similarly, singles and non-parents were more likely to be influenced by social media, with 36% of singles and 32% of those without children reporting this effect.

Interestingly, the survey also found a link between income levels and social media influence. Shoppers earning between $100,000 and $200,000 were more likely to cite social media as a primary influence, with 31% acknowledging its impact on their holiday shopping. Among those earning over $200,000, this number increased to 39%.

In summary, while according to a survey, just 7% of consumers do their holiday shopping based on influencer recommendations, traditional shopping methods and various marketing channels still play a significant role in shaping consumer behavior during the holiday season.