As we dive into the holiday season, brands need to get savvy about how they connect with consumers in this busy (and super social) time of year. With economic shifts, evolving shopping habits, and an ever-changing social media landscape, it’s more important than ever to know what’s holiday trends are out there on social media.
Economic Outlook for the Holiday Season
The economy is heading into the holidays with some interesting twists. The U.S. has seen a strong 12.2% increase in real GDP since pre-pandemic times, putting it well ahead of other G7 nations, with Canada in a distant second place at 5.8%. Consumer confidence is on the upswing too. The Conference Board’s Consumer Confidence Index jumped to 108.7 in October (from 99.2 in September), and key indicators show that people are feeling better about business and the job market
Consumer spending has been strong, growing by 3.7% in Q3 of 2024, fueled by steady demand for goods and services. However, this year’s presidential election adds a dose of uncertainty, particularly around economic policies. There’s buzz about tariffs that would potentially increase consumer prices, which might make shoppers more cautious about their holiday budgets. So while confidence is generally high, brands should expect some sensitivity around pricing
Let’s break down the trends that are emerging for the holiday season—and how brands can use them to connect with shoppers in meaningful, creative ways.
Top holiday trends on social media
1. Sustainability and ethical shopping
Sustainability is more than just a buzzword—it’s become essential for many holiday shoppers, especially Millennials and Gen Z. These consumers want brands that care about the planet and are transparent about their practices. Highlighting things like eco-friendly materials, ethical sourcing, and a low carbon footprint is likely to grab their attention. Not only does this meet consumer expectations, but it also helps build long-term loyalty. People feel good about supporting brands that align with their values.
Why It’s Happening: Social media has played a huge role in spreading awareness about sustainability, and brands that showcase their eco-friendly practices are seeing higher engagement. The trend toward conscious consumption is only growing, and it’s especially strong during the holidays when people are shopping for loved ones
2. Social commerce: shopping straight from social feeds
Social media isn’t just for scrolling anymore; it’s a major shopping hub. Last year, over half of Black Friday and Cyber Monday shoppers made purchases directly on platforms like Instagram and TikTok. This year, brands are investing even more in features like “shoppable” posts, live shopping events, and augmented reality (AR) demos that allow users to try before they buy—virtually, of course.
Why It’s Happening: Consumers love the convenience of shopping right where they already spend their time. Plus, live streams and interactive demos make shopping feel like an event, not just a transaction. Social commerce is especially appealing to younger shoppers who see it as a seamless way to find, love, and buy products in one place
3. The continued dominance of user-generated content and micro-influencers
Shoppers today want authenticity, and there’s nothing more genuine than real-life recommendations from other customers. User-generated content (UGC), like reviews and photos from everyday users, helps brands build trust. Micro-influencers (those with smaller, loyal followings) have also become key players in holiday campaigns. They offer that personal touch—like advice from a friend—that traditional ads just can’t match.
Why It’s Happening: As ad fatigue sets in, especially among Gen Z, shoppers trust peer recommendations and authentic voices over brand-led messages. Brands that lean into UGC and work with relatable influencers can expect stronger engagement and deeper connections
4. Interactive Campaigns with AR and VR
This year, creativity is king. With more brands tapping into the potential of AR and VR, holiday campaigns are becoming more interactive. Imagine a virtual try-on feature for holiday makeup or an AR holiday-themed scavenger hunt. These immersive experiences are entertaining, memorable, and keep consumers engaged longer.
Why It’s Happening: As social media evolves, so do users’ expectations. Younger consumers, especially, love experiences that go beyond traditional ads. AR and VR let brands stand out, and holiday-themed interactive campaigns make shopping fun and festive
5. Early shopping and last-minute details
This season, holiday shopping isn’t limited to Black Friday weekend. Many brands began their sales as early as September to spread out the holiday rush and reduce the strain on supply chains. Meanwhile, last-minute deals are perfect for shoppers who want the thrill of snagging a great offer right before the holidays. By offering promotions throughout the season, brands can reach early birds and last-minute shoppers alike.
Why It’s Happening: With holiday shopping stretched out, brands can handle inventory better, and consumers enjoy the flexibility. This trend means brands can engage different types of holiday shoppers—those who plan ahead and those who shop spontaneously
Leveraging Video to Drive 2024 Holiday Trends
Video content is a game-changer for brands looking to ride the 2024 holiday trends and capture consumer attention. With consumers prioritizing convenience, immersive experiences, and authenticity, video helps bring these values to life. From sustainability messages to shoppable content, videos make it easier to connect emotionally and effectively with viewers. For instance, brands can use video to highlight eco-friendly practices, showcase product demos, and partner with influencers to create relatable, trust-building content. Short, engaging videos on platforms like TikTok and Instagram allow brands to deliver quick and memorable messages that resonate with consumers’ holiday spirit and values.
Visla is an invaluable tool for making video production accessible, no matter the team’s skill level. Its AI-powered video creation suite handles everything from drafting to editing, making it easier to create dynamic, high-quality content quickly. Visla also enables collaboration through features like Workspaces, where teams can work together on every stage of a video project, ensuring a smooth workflow and high-quality end product. With Visla’s all-in-one tools—including AI B-roll recommendations, subtitles, and voiceovers—brands can create on-brand, shareable holiday videos that not only engage but also inspire consumers to take action
FAQ
What are the consumer trends for holidays in 2024?
In 2024, holiday shopping trends show a major focus on sustainability, social commerce, and personalization. Shoppers increasingly seek eco-friendly brands with transparent practices and prefer shopping directly on social platforms like Instagram and TikTok for convenience. Additionally, user-generated content and micro-influencers drive purchasing decisions, as consumers value authentic recommendations. Finally, brands are using immersive AR and VR to make shopping interactive, from virtual try-ons to festive filters. These trends cater to Gen Z and Millennial buyers who value convenience, ethics, and engaging experiences.
What is the consumer forecast for 2024?
The 2024 consumer forecast shows optimism in spending, driven by strong GDP growth and consumer confidence, with a boost in short-term outlook. While election-related uncertainties remain, particularly around potential tariffs, consumer spending is expected to remain steady, especially on essentials and sustainable products. Early holiday shopping and demand for personalized, value-driven products reflect a shift in spending habits as consumers prioritize quality and brand values over sheer price competitiveness.