Content Creators Significantly Boost Holiday Spending For Creator-Driven Shoppers Compared to Traditional Media

We recently ran a consumer study to better understand how content creators impact holiday shopping. Our research highlighted a notable difference: shoppers influenced by creators—referred to as creator-driven shoppers—spend considerably more on gifts compared to traditional shoppers, who rely on conventional media for their purchase decisions. For marketers looking to optimize their holiday campaigns, understanding and capitalizing on this trend is crucial.

Spending Power: A Significant Gap

The differences in spending behaviors between creator-driven and traditional shoppers present a significant opportunity for brands leaning into creator strategies this year. Creator-driven shoppers are much more willing to spend on holiday gifts, with 30% planning to invest over $1,000, including on luxury items. Notably, while overall spending typically increases with age, Gen Z—despite generally spending less—demonstrates a stronger intent to purchase luxury items compared to older generations.

In contrast, most traditional shoppers plan to spend up to $500 and show little interest in luxury purchases this year. This disparity creates a considerable potential for revenue growth for marketers targeting the high-spending creator-driven audience.

“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 also 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 the mark on leveraging creator-driven content to amplify their omni-channel sales. Creators offer a level of authenticity that builds trust and transforms them into powerful drivers of consumer action—an invaluable asset during the most competitive promotional periods.

Creator Tier, Content and Platform Preferences

To develop effective marketing strategies, it’s crucial to understand where shoppers prefer to seek recommendations. Among creator-driven shoppers, 37% trust mid-tier creators (those with 50k-500k followers) for holiday suggestions, while only 4% place their trust in celebrities. Additionally, nearly 70% of these shoppers are influenced by the platforms they use, with YouTube, Facebook, and Instagram serving as the top sources for gift ideas.

In contrast, traditional shoppers tend to be less concerned about platform choice when it comes to recommendations that lead to purchases. However, 40% still look to Facebook for gift ideas, while 20% use TikTok and Instagram.

Creator-driven shoppers are particularly attracted to interactive content, such as product reviews and demonstrations, how-to videos, and unboxing videos, which significantly influence their buying decisions. On the other hand, traditional shoppers typically rely more on recommendations from family and friends and online searches for gift ideas.

Optimizing Shopping Timing and Promotions

Knowing when to share holiday content is key to reaching different generations of consumers effectively. While Millennials, Gen X, and Boomers don’t have a strong preference and are open to learning about promotions from early October to early November, Gen Z has a specific timing in mind with 45% of them preferring to see holiday content in early November. This data confirms that holiday marketing strategies should begin even earlier than expected to ensure the brand is top of mind when consumers are compiling their holiday shopping lists. 

Further, when it comes to using discounts and coupons, there is a notable difference between creator-driven shoppers and traditional shoppers. Creator-driven shoppers are highly engaged with promotions, with 79% using online discount codes and coupons often or always. In contrast, traditional shoppers use discounts and coupons less frequently, with only 56% using them often or always. 

For retailers, this represents a substantial opportunity to boost sales through targeted, engaging content and timely promotions. By aligning holiday campaigns with the behaviors and preferences of creator-driven shoppers, brands can capture the attention of high-spending shoppers and maximize their holiday sales. 

“To fully harness the potential purchases from these shoppers, brands must not only engage with creators early and personalize their promotions but also leverage platforms that streamline affiliate marketing and creator linking,” Sidman notes. “Our platform allows brands to connect with extensive networks of creators, optimizing linking opportunities and maximizing campaign effectiveness.”

The Bottom Line

Marketers should refine their strategies by focusing on the unique preferences of creator-driven shoppers, including leveraging mid-tier creators and focusing on interactive and relatable content. Collaborating with the right creators and utilizing effective platforms will be crucial for maximizing engagement and driving sales in Q4. 

At Collective Voice, we understand the significant impact of creators on consumer spending as highlighted by this report. Our mission is to connect brands with the right creators and provide tools and insights that drive mutual success. By applying these findings, our goal is to equip our partners with effective targeted strategies that resonate with todays shoppers. e purchase funnel.

b! From must-know sales and chart-topping high commission rates to trending products, money-making tools, and insider tips from creators—we’re here to help make this your best holiday season yet. Check it out!

Collective Voice is a Creator Marketing agency that does it all. With smart strategy, guidance, and a full suite of offerings, we create holistic solutions tailored to your marketing objectives. Sign up to learn more about what we can do for your brand.