In the final stretch of the holiday season, big retailers are battling for the attention of the social shopper. This year, social engagement for the retail industry increased an average 96%, trending slightly lower than the average 110% growth for all U.S. brands. However, not all platforms are created equal when it comes to the social shopper: Facebook has declined by 25% across all retail brands, Twitter has spiked by 291%, and Instagram has grown by 190%.