Creator-driven consumers will spend more and engage deeper with holiday content compared to traditional audiences

Premier creator marketing platform Collective Voice has released its timely 2024 Holiday Report, providing valuable insights into the influential power of content creators on consumer purchasing behavior.

As major fall sales commence, and with the year's election and a shortened holiday shopping season, the importance of choosing the right creators and platforms is higher than ever. To craft successful marketing campaigns that resonate and drive both sales and loyalty, brands must understand how creators influence consumer shopping preferences, spending habits, content engagement, timing, and platform choice.

1. Creator-Led Shopping Fuels Bigger Holiday Spending
   Creator-driven shoppers—consumers inspired by content creators when making purchasing decisions—are 30% more likely to budget and spend over $1,000 on holiday gifts, including luxury items. This is significantly higher than the average consumer, who tends to spend less on high-end goods.

2. Understanding Where Shoppers Seek Recommendations
   Nearly 70% of creator-driven shoppers are influenced by the social media channel a creator uses. YouTube, Facebook, and Instagram lead as the top sources for gift ideas, accounting for about 60% of shoppers' preferences.

3. Trust in Mid-Tier Influencers
   Mid-tier influencers with 50-100k followers are over 9 times more likely to be trusted than celebrities with enormous followings, highlighting the value of authenticity in marketing.

4. Budget-Conscious Creator-Driven Shoppers
   While eager to splurge on luxury gifts this holiday, creator-driven shoppers remain highly price-conscious, with 79% frequently using discount codes. This sensitivity to pricing suggests that prioritizing discounts may drive increased conversions.

Implications for Brands

"As we approach the holiday season, it's clear that creator content is driving a significant increase in consumer omni-channel shopping behavior," says Clair Sidman, VP of Marketing at Collective Voice. "Our research shows that creator-driven shoppers are more valuable to brands because they spend more and engage more deeply with holiday content than shoppers who see traditional brand content."

As in-store shopping gains momentum this holiday season, many brands are still missing opportunities to leverage creator-driven content to amplify their omni-channel sales. Creators provide a level of authenticity that builds trust, transforming them into powerful drivers of consumer action—an invaluable asset during competitive promotional periods.