Digiday+ Research: E-commerce faces competition this holiday season, while brands focus social content on hauls and unboxing

Brands are adjusting their holiday strategies by emphasizing social commerce, while slightly reducing the focus on traditional e-commerce, adapting to changing consumer behavior.

The decrease in e-commerce usage appears slight but significant. Respondents dropped from 85% last year utilizing e-commerce to 78% this year, indicating a shift.

Social commerce is experiencing growth, jumping from 61% to 71% as brands target Gen Z and millennials who discover products via social media.

Older marketing tactics like catalogs are being re-evaluated as brands now prepare tailored gift guides and social marketing content for the holiday season.

Read at Digiday