Gen Z consumers are embracing social media platforms for holiday shopping at a rate significantly higher than older generations. 

A new report from EMarketer, based on research by Basis Technologies and GWI, which surveyed 2,000 U.S. consumers, reveals that 42% of Gen Z shoppers are likely to purchase holiday gifts directly through social media platforms. 

This contrasts sharply with other age groups, with only 26% of millennials, 15% of Gen Xers, and 6% of baby boomers expressing similar intentions.

Source: EMarketer

Instagram Takes the Lead

Instagram is the preferred platform for social commerce, with 57% of respondents planning holiday purchases through the app. 

Facebook follows closely at 56%, while TikTok and YouTube garner 43% and 38% of potential holiday shoppers, respectively.

This trend aligns with broader shifts in consumer behavior. Adobe Analytics reports a 10.2% year-over-year increase in mobile shopping between January and July, totaling $280.4 billion. 

Mobile sales now account for 47.7% of all online purchases.

Social Shopping’s Share in E-Commerce

U.S. social commerce sales are projected to reach $82.82 billion this year, representing 6.6% of total e-commerce sales.

In response to these trends, platforms are expanding their e-commerce capabilities. 

TikTok Shop, launched in the U.S. last September, allows businesses to create product collections on their profiles and offers customers order management features.

Recently, it was revealed that TikTok is preparing to expand to European e-commerce by launching its in-app shopping platform in Spain and Ireland as early as October.

Similarly, Shopify and YouTube have extended their partnership to capitalize on the growing social commerce market.