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Members of Generation Z (typically defined as anyone under the age of 25) are increasingly using social media to get their holiday shopping done. According to one recent survey, for example, 80% of younger shoppers plan to use social media to find holiday gifts this year. And 41% are planning to use it for “most or all” of their holiday shopping. So, if you’re a retailer trying to attract younger shoppers this holiday season, you need to be on social media. Here are three tips to help you attract these shoppers.
Tip #1: Focus on Instagram and TikTok
First and foremost, recognize that 93% of Gen Z use social media as part of the buying process. They might not end up buying directly on a social media platform, but they will definitely use social media to find out about and research new products. The two social media platforms that are most relevant for members of Generation Z are Instagram and TikTok. So, if you have a limited social media budget, and can’t afford to be on several social media platforms at once, focus on Instagram and TikTok.
Given that approximately one-half (51%) of all Gen Z members are using social media to find out about new products, you’ll want to include photos and videos showcasing all of the features of a product. Since these young shoppers might not be going directly into your store or retail space to physically hold these products in their hands, you’ll want to replicate this experience online. For example, if you know that young shoppers might be buying kitchen appliances for their parents, don’t just show a picture of that appliance, show how that appliance works in real life.
Tip #2: Don’t waste your money on influencers
This might sound controversial, but you might want to avoid spending on influencers this holiday season. According to Gen Z survey respondents, there is growing skepticism about these influencers. The particular concern is about inauthenticity. In other words, you can’t pull the wool over the eyes of these young shoppers. They can recognize when someone genuinely loves and adores a brand, and when someone is doing a brand endorsement just for the money.
Tip #3: Make it easy to move from social media to your company’s website
Nearly three-quarters (74%) of young shoppers prefer to make the purchase on a company website, not on a social media platform. In part, this due to concerns about scams and a lack of trust in some influencers. Thus, they would like to get the full brand experience and have the trust and security of a brand website. You can think of this in the following way: Gen Z browses for your products across social media, but only pulls out their credit card when they arrive on your website.
With that in mind, you’ll need to make it as seamless as possible to move from social media to your website. Maybe it’s as easy as just adding links to your products within the description of the Instagram post. Or, you could just as easily use a hashtag like #holidayspecials and then direct social media users to a landing page on your website called “Holiday Specials.”
The big takeaway here is that Generation Z is definitely utilizing social media for their holiday shopping needs. So, focus first and foremost where they are spending their time online on social media, and then give them plenty of ways to find out about your products via photos and videos. By doing so, you can ensure that it’s a happy, jolly holiday season both for your customers and for your business.
