Modernized Holiday Sales: How Creator Campaigns Impact 2024 Shopping Trends

The holiday shopping season has long been a cornerstone of commerce — from retailer campaigns to gift-wrapping consumers, the coming months are a heyday for building brand affinity and driving purchases. However, how consumers discover and purchase products is evolving rapidly, with content creators playing a crucial role in shaping purchasing behavior.

According to a 2024 Shopper Study, 75 percent of Gen Z consumers and 64 percent of millennials purchase products recommended by content creators. In addition, a staggering 55 percent of Gen Alpha is interested in purchasing products endorsed by their favorite creators on platforms like TikTok and Instagram. This surge in creator-led purchasing is poised to significantly impact the holiday season as these groups increase their buying power by 38 percent year over year.

The creator economy is integral for driving holiday sales as consumers increasingly turn to trusted creators for recommendations. Retailers that recognize this shift can pursue immediate returns by pivoting their strategies to focus on investments in creator-driven content for the 2024 holiday season.

How Seasonal Shifts Impact Purchasing Patterns

With platforms like TikTok Shop and Amazon Affiliates offering direct paths to purchase, creators are guiding consumer decisions more effectively than ever before. According to GlobeNewswire, this trend has led 35 percent of U.S. merchants to plan budget allocations for creator marketing this holiday season.

And this isn’t the only shift shaking up the holiday season — consumers are also starting their shopping earlier than ever, with some planning their purchases ahead of Black Friday, which is traditionally seen as the season’s kickoff. As the definition of the holiday season becomes more fluid and flexible, successful retailers adapt by launching campaigns months in advance. By analyzing data, studying trends and forecasting seasonal behavior, retailers can anticipate consumer needs and capitalize on early shopping trends. This shift demands evergreen content and seasonal campaigns to keep brands top-of-mind year-round.

While the holiday season remains a massive shopping event, relying solely on seasonal promotions may cause brands to miss the bigger picture. Evergreen content — i.e., timeless material that maintains relevance year-round — can build brand recognition, awareness and affinity well before the season starts. When paired with seasonal marketing strategies such as themed content, storytelling or exclusive promotions, this approach fosters long-term engagement and lasting consumer connections.

Why Building Brand Authenticity is Key

The most successful campaigns are built around authentic, unbranded stories told by credible creators who align with the brand’s identity. Unbranded content resonates deeply with consumers, who are five times to 10 times more likely to respond to ads that feel genuine and unforced, according to Props’ internal data. This authenticity is critical to building trust and driving conversions during the holiday rush and beyond.

Brands can also gather valuable insights from these creator-driven campaigns. Tracking key metrics like reach, engagement and conversions allows retailers to refine their approach, optimize performance, and identify new growth opportunities to connect with consumers. As consumers navigate a sometimes overwhelming and increasingly competitive retail market, authentic campaigns are key to fostering long-lasting connections that can differentiate one brand from another.

Final Thoughts

The evolving holiday shopping season offers retailers a significant opportunity to leverage content creators not just for a one-time holiday boost but for building sustained brand affinity over time. Those who plan ahead, embrace authentic creator partnerships, and blend evergreen content with timely seasonal strategies will reap the rewards of long-term consumer loyalty and year-round success.

Quinn Gawronski is head of content and creators at Props, a performance-driven content platform.