‘Tis The Season For Social Shopping: How Influencers And AI Are Shaping Holiday Spending

While the Black Friday holiday weekend ushered in the holiday shopping frenzy, the landscape of online shopping is poised to undergo a transformative shift, driven largely by the power of influencers and advanced AI technologies. This year, consumers are not only embracing traditional product discovery methods but are also exploring new, digitally enabled paths, making influencer-enabled commerce a key player in holiday retail. Recent data highlights the heightened role of influencers in motivating holiday shoppers, with influencers driving purchasing decisions at 10 times the rate of social media overall. At the same time, generative AI-powered chatbots are seeing a 100% increase in traffic to retail sites, according to Adobe, underscoring the evolving ways consumers will discover and research products this season.

This trend toward influencer-led commerce isn’t simply reshaping how consumers shop; it’s redefining how they experience brands. Let’s explore how these key trends in influencer-enabled commerce and AI technology are likely to shape retail strategies this holiday.

1. Influencers are the New Holiday Shopping Guides

This season, influencers will be more influential than ever, acting as virtual shopping assistants for millions of holiday consumers. With nearly 10 times more shoppers engaging with influencer-driven content than other social media content, influencers have become essential voices in gift discovery, product recommendations, and brand storytelling. From holiday gift guides to festive product showcases, influencers provide personalized recommendations that resonate deeply with their followers, helping brands cut through the noise of holiday advertising and speak directly to their target audiences.

For brands, partnering with influencers means tapping into this unique trust and rapport to boost product visibility. Micro- and nano-influencers—those with smaller but highly engaged audiences—are particularly effective at fostering genuine connections. Brands that create seasonal campaigns with these influencers can increase their credibility with shoppers, who are often overwhelmed by options during the holiday season.

2. Gen AI-Powered Chatbots: A Game Changer for Hyper-Personalized Gift Recommendations

Generative AI-powered chatbots are playing an unprecedented role in holiday shopping, with recent reports showing a 100% increase in traffic to retail sites from AI chatbots. These intelligent assistants offer real-time, hyper-personalized shopping recommendations based on each shopper’s preferences, browsing history, and needs. For consumers seeking the perfect gift in a time crunch, these AI tools are invaluable.

AI is also benefiting the customer service experience, especially for younger digital-first consumers. Gen Z shoppers value AI-powered customer service for its speed and convenience, with 60% craving the quicker resolutions it provides, according to a recent Five9 study. For Gen Z consumers, who lead in social media spending, this seamless integration of technology is key—especially during the holidays, when they seek efficient shopping experiences.

3. The Boom of Social Commerce for Holiday Sales

Social commerce—purchasing directly on social platforms—has rapidly become a staple in holiday shopping. Platforms like TikTok, Instagram, and even YouTube now offer shoppable features, allowing consumers to move from discovery to purchase within a single app. With influencers hosting live shopping events and interactive product demos, social commerce adds a layer of immediacy and engagement that’s especially impactful during holiday shopping.

Platforms like TikTok and Pinterest are also driving holiday inspiration, especially among Gen Z and millennials. According to e-commerce platform ESW, 65% of Gen Z and millennials will turn to TikTok for holiday ideas, with younger, budget-conscious Gen Zs flocking to the platform for gift inspiration. Pinterest, another go-to for holiday planning, has seen searches for “teen Christmas wishlist” surge 720% year-over-year. This trend underscores the appeal of social commerce for consumers eager to shop directly from ideas on their favorite platforms, simplifying the holiday buying journey and creating a seamless, engaging experience.

4. The Critical Role of Seamless Checkout in Influencer-Enabled Commerce

One essential element of influencer-enabled commerce this holiday season is a seamless checkout experience, which can make or break a sale. In today’s fast-paced digital landscape, customers expect convenience at every stage of the shopping journey, and a complicated checkout process can drive them to abandon their carts. For brands partnering with influencers, ensuring a frictionless, one-click checkout or embedded purchase functionality is especially critical, as consumers are more likely to make impulse purchases when driven by real-time engagement, such as during a shoppable livestream or in-app social commerce event. Brands that simplify checkout by integrating flexible payment options, mobile-friendly interfaces, and quick-fill capabilities are able to capture these spontaneous purchases, driving up conversion rates and maximizing the impact of influencer campaigns.

5. Value-Driven Shopping for Gen Zers: the Highest Social Spenders

Gen Z shoppers are emerging as the biggest social spenders, driving a major shift in influencer-enabled commerce. According to a recent survey by Walmart and Morning Consult, 55% of Gen Z have made a purchase while browsing social media in the past six months, compared to 38% of the broader population. This generation gravitates toward shopping experiences that align with their values, such as authenticity, sustainability, and brand transparency. However, economic factors such as inflation and the rising cost of living are impacting Gen Z’s holiday spending, with many seeking deals and exclusive discounts while still prioritizing ethical choices. Influencers play a key role in this balance, guiding Gen Zers to brands that offer both quality and value, creating a powerful alignment between consumer desires and brand positioning this holiday season.

The Future of Influencer-Enabled Commerce

Brands that leverage influencer-enabled commerce and AI-driven personalization are setting the stage for success this holiday season. As consumers embrace these new forms of discovery and shopping, brands must remain agile, innovative, and tuned into their audience’s evolving preferences. By understanding and embracing these shifts, brands can stay ahead in the dynamic world of digital retail and foster lasting connections with their customers well into the New Year.