Almost half of American Gen Zers will go to apps like Instagram and TikTok for their festive shopping this year, a survey has revealed.
The rise of social media apps offering platforms to sell products has led to an increase in 18 to 29-year-olds going to these respective apps to buy their goods.
According to Shopify, some 48% of those between the ages of 18 and 29 in America will shop via such apps this year.
“No surprise, but the numbers are impressive,” Shopify said. “About half said they’ll buy at least some gifts through social media, compared to one-third of all US holiday shoppers.”
Meta Platforms Inc (NASDAQ:FB)’s Instagram has seen users able to purchase products in-app since 2020, with ByteDance’s TikTok adding a similar feature this year.
This has been complemented by a shift in fashion trends, according to analysts, as young people increasingly base their purchases on those promoted by social media figures rather than what the crowd seems to like.
Across the wider market, brick-and-mortar shops seem to continue falling out of favour for most consumers, Shopify continued.
Based on its survey of almost 2,000 US adults, Shopify said: “Almost everyone will buy at least some gifts online, and nearly half indicate they will purchase all or most of their holiday gifts online.”