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It’s that time—time for brands like yours to ramp up their holiday marketing for the most wonderful time of the year, and Creator Marketing is a major player. 

Not sure where to begin? LTK’s 2024 Holiday Shopper Study surveyed 1,125 participants to understand shopping behavior across generations and categories. Our “Festive Forecast” webinar informs your holiday marketing strategy and uncovers the value of Creators to make spirits bright. Explore the key takeaways to meet consumers during this key shopping moment. 

Smart Spending to Turn Your Pocket Change into Jingle Bells

Getting the best deals is part of the fun of holiday shopping—and it’s a savvy approach, too. Whether it’s an irresistible buy one, get one offer, an exclusive bundle, or a deep discount, shoppers remain eagle-eyed for the best value across categories.

Holiday deals are important to most shoppers 

With expenses up during the season, shoppers can’t help but ask, “How much will this cost me?” when weighing purchases. In fact, the general population continues to prioritize price over brand and quality. 

LTK shoppers typically have a bit more flexibility as early adopters, thinking about availability and brand when shopping from content Creators. Still, price is important, and the need for product availability pushes retailers to offer deals and keep items well stocked. 

LTK shoppers’ buying power is soaring like Santa’s reindeer

Speaking of LTK shoppers, their buying power is up 38 percent, even as the general population’s buying power has dipped. Our shoppers have one thing brands like yours want most: purchase intent. They know what they want and usually go after it; the 2024 Holiday Shopper Study shows purchases across categories increasing, such as: 

• Gifts and home (up 24 percent)
• Clothing and accessories (up 22 percent)
• Entertaining essentials (up 14 percent)

Sleighing the Holiday Season with Creators

Creators move consumers through the funnel, turning them into customers and eventual advocates of your brand via content they choose to interact with. A significant 97 percent of LTK shoppers make purchases from Creator recommendations, making LTK an ideal channel for holiday Creator campaigns. But all shoppers can be swayed by content Creators to make holiday purchases. 

Most shoppers already make purchases from Creators

“Only young shoppers listen to Creators!” Don’t let this thought cross your mind—our 2024 Holiday Shopper Study disagrees. 

Shoppers across generations shop in-store based on Creator recommendations, with 60 percent of Gen Z, 58 percent of millennials, and 52 percent of the general population looking for guidance. And similar numbers hold true online; 73 percent of Gen Z, 66 percent of millennials, and 59 percent of the general population shop online from Creators. 

Knowing this is motivation to pursue an omnichannel approach. We’re seeing a 9 percent increase in shoppers eyeing both in-store and online shopping this holiday season.

Creators drive intent

Holiday season is peak shopping time, and the value of your content during such a high-intent consumer moment is vital. Our 2024 Holiday Shopper Study shows that 2023 LTK app searches spanned across holiday themes, from gift guides to outfits to decorating tips. 

The same is true this year; 94 percent of LTK shoppers intend to use LTK search for holiday content. Creators influence behavior, connecting your brand to the emotions of the holidays across key categories, such as cooking and baking, holiday sales, family traditions, and more. 

Jingle Bells & Marketing Spells

Black Friday may rule the roost for the biggest deals, but it’s not the only time holiday shoppers are active. Early shopping is growing; 38 percent of the general population and 70 percent of LTK shoppers plan to start holiday shopping by September.

Your holiday Creator campaigns start now to prime shoppers

It may be 80 degrees outside, but shoppers have the holidays in mind. Start Creator collabs early to test audiences and build toward organic holiday traffic.

LTK helps your brand execute 360-degree holiday marketing tactics, creating an all-encompassing campaign strategy at each part of the funnel to set up for success. Some of our most-prized options include:

• LTK Ad placements to put your brand in front of 40 million high-intent LTK shoppers
• LTK Boost within Creator social handles, adding authenticity and reaching key audiences
• LTK Connected TV cross-platform videos, offering a quick and easy channel for authentic content

Candy Cane Commerce: Top Categories

Talk about burning a hole through your pocket. Consumers spend across all major categories for both gifting and self-purchases during the holidays, opening opportunities for just about any type of brand. However, some brands may have an edge due to seasonal popularity.  

Top gifting categories

Think about your own holiday wish lists for a moment. What are your must-haves? Shoppers across generations respond accordingly by gravitating toward fashion, entertainment, and beauty and personal care items as they shop for gifts. Gen Zers in particular expand their horizons by also gifting sports equipment and experiences.

Top self-purchase categories

It’s OK to buy a few treats for yourself during the season. Shoppers across the board make a beeline for beauty and personal care, entertainment, and fashion items.

Ever the trailblazers, LTK shoppers intend to spend more or the same as they did last year—and more than the general population across entertainment, gifts, home, and self-purchases. LTK can stretch your Creator Marketing dollars to reach eager shoppers and drive intent to your brand.

Make Your Brand’s Holiday Wishes Come True with LTK

Creator voices have a unique power to motivate holiday shoppers in-store and online. But it’s not just in November and December. Shoppers are already active across key holiday categories, so now’s the time to reach them! We’ve seen the growth potential for brands that adapt their holiday marketing to include Creator Marketing—will you be next? 

Watch the webinar on demand for our full insights from the 2024 Holiday Shopper Study, and get started with LTK to move the needle for your holiday profits.