AI智能总结
Holiday 2025 is not about whetherpeople will shop—it’s about how.Consumers across generationsDUHGHOLEHUDWHPRELOHUVWDQGincreasingly looking to social astheir guide. Search engines areQRORQJHUWKHUVWVWRSVRFLDO *URZWKZLOOFRPHIURPFRQVXPHUVtrading down to value retailers andcarefully curating purchases. In this Deloitte and Mastercard bothforecast growth in holidaysales, with e-commerce rising VP, Comms and MarketingCV1RGP+PƃWGPEG 7KLVPDWWHUVEHFDXVHVRFLDOLVwhere value is proven: throughproduct demonstrations, peer or personal purchases—theyincreasingly start on social. AndWKH\GRQȆWMXVWZDQWIDFWVWKH\want inspiration paired with 7ZRWKLUGVRI86FRQVXPHUVuse social to search, and nearlyhalf use multiple platforms fordiscovery(eMarketer, Social Search Shoppersstart before H0DUNHWHU6RFLDO9LGHR now accounts for12.5 ([SHULDQ*URXQG7UXWK+ROLGD\6SHQGLQJ7UHQGV,QVLJKWV DOO8679WLPH1LHOVHQ 7LN7RNXVHUVVSHQGDOPRVWDQhour a day on-platform. InsteadRIJKWLQJIRUIUDJPHQWHG79audiences, brands can own culturalmoments where consumersalready spend their leisure hours. 7KDWPHDQVFUHDWRUVDUHQȆWMXVWearly-season drivers—they are 7KHVKLIWLVFOHDUWhen people 6RFLDODQGFUHDWRUPDUNHWLQJLVQȆWMXVWD*HQ=SOD\(YHU\JHQHUDWLRQhas meaningful spending power and platform presence—and all Purchasing Power: &RQWUROWKHODUJHVWVKDUHRI86KRXVHKROGZHDOWK7KH\VSHQG Platform Usage: 6WURQJRQ<RX7XEHHQWHUWDLQPHQWQHZV',< DQG)DFHERRN FRPPXQLW\IDPLO\ adoption, making them theplatform’s fastest-growingdemographic Platform Usage: ([SHFWHGWREHWKHODUJHVWJOREDO Strong on Facebook and ~$15.2T 1,4:RUOG'DWD/DE*OREDO*HQHUDWLRQDO:HDOWK6SHQGLQJ5HSRUW Active on Instagram for lifestyleand shopping inspiration %LJEX\HUVLQWHFK&3*QDQFH Prefer review-driven creatorcontent and comparison videos ,QVWDJUDPDQG7LN7RNGRPLQDWH <RX7XEHLVWKHLUJRWRIRU Purchasing Power: %\*HQ=LQFRPHZLOO for agesH0DUNHWHU*HQ=6RFLDO 7KH\DUHWKHPRVWFRPIRUWDEOH H0DUNHWHU6RFLDO9LGHR Instagram:Daily hub, sticky via Pinterest:9DOXHGDVDSRVLWLYH 01 Platform Usage: Purchasing Power: YouTube dominates—GenAlphaconsumes moreYLGHRUVWFRQWHQWWKDQDQ\previous cohort Direct spending is limited, butWKHLUȉSHVWHUSRZHUȊLQΌXHQFHVbillions in parental purchases By 2030, their combined globaldisposable income *URZLQJHQJDJHPHQWRQSnapchat and Instagram Reels ,QΌXHQFHLVLQGLUHFWEXWSRZHUIXOthey shape Millennial 0DUNHWHUVGRQȆWFRQWUROLQΌDWLRQȂbut they can control trust,access, and visibility. In 2025, the Consumers say ([SHULDQQRWHVWKDWQHDUO\RI products with strong socialbuzz—that jumps to shoppers split purchases evenlybetween online and in-store([SHULDQ*URXQG7UXWK+ROLGD\ ([SHULDQUHLQIRUFHVWKLVVKRSSHUVstill make decisions based onreviews, retailer websites, and 6RFLDOLVQȆWMXVWDQDPSOLFDWLRQchannel anymore—it’s the holidaymarketplace itself. Brands thatinvest heavily in creator-led, multi- Creator marketing is not a nichetactic—it’s the infrastructure oftrust that bridges inspiration and One of the biggest mistakesbrands make is thinking in termsof channels instead of outcomes.7KHKROLGD\MRXUQH\LVQȆWOLQHDUȂ Pinterest shows planning kicksRΊLQ$XJXVW([SHULDQGDWD &RQGHQFH%XLOG7UXVW(DUO\ &RQVLGHUDWLRQ6WD\7RSRI0LQG &RQYHUVLRQ0DNHb%X\LQJb6HDPOHVV When consumers arecomparing options, episodiccreator content keeps themengaged. Mini-series, multi-SDUW7LN7RNVRUKROLGD\YORJVcreate a bingeable rhythmthat mirrors how peopleconsume video today. InsteadRIRQHRΊLPSUHVVLRQVcreators nurture attention Shoppers want reassurancebefore they commit.&UHDWRUH[SODLQHUVWXWRULDOVand social search-optimized At the bottom of thefunnel, the job is to removefriction. Here, creatorsshine through shoppableLQWHJUDWLRQVȂ7LN7RN6KRS 7KLVNLQGRIFRQWHQWanswers the questionspeople are typing into $OLDWHFRGHVDQGtrackable links turn trust ,QRWKHUZRUGV FHOHEULW\ȯDOZD\VEHWWHU7KHsmartest holiday strategiesbuild creator portfolios aligned 'LΊHUHQWFUHDWRUVVHUYHGLIIHUHQWgoals, especially when campaignsneed to balance reach, relevance, Drive cultural dominance andawareness. Ideal for tentpole followers):Blend reach withUHODWDELOLW\*UHDWIRUVWRU\WHOOLQJ Holiday feeds are crowded:consumers juggle shopping lists,social gatherings, travel, and High engagement, crediblevoices across niches like beauty, $WWHQWLRQLVIUDJPHQWHGDFURVVGHYLFHVDQGFRQWH[WVȂ RIVRFLDOXVHUVPXOWLWDVNEHWZHHQ79VWUHDPLQJDQGVRFLDOIHHGVLQ Build intimacy and communityWUXVW3DUWLFXODUO\HΊHFWLYHIRU H0DUNHWHU6RFLDO9LGHR 7KDWPHDQVFUHDWLYHPXVWZRUNharder, faster, and in multiple formats. 7KH\VHWFXOWXUDOWRQH<RX7XEHFUHDWRUVQRZFRPPDQG engaging with them <RX7XEH,QΌXHQFHU0DUNHWLQJ 7KH\VFDOHFRPPHUFH7LN7