Gen Z is more likely to use social commerce during the holidays than other age groups

Key stat: Gen Zers are more than twice (42%) as likely than the average (20%) to buy holiday gifts directly through social media in 2024, according to May 2024 research from Basis Technologies and GWI.

Beyond the chart:

• As age increases, the likelihood of purchasing holiday gifts via social media decreases. Some 26% of millennials will buy a gift via social commerce this holiday season, followed by Gen X (15%) and baby boomers (6%), per Basis Technologies and GWI’s survey.
• Instagram (57%) and Facebook (56%) are the most popular platforms among those who plan to buy holiday gifts via social media, followed by TikTok (43%) and YouTube (38%), the same survey found.
• In 2024, US social commerce sales will total $82.82 billion, according to EMARKETER’s forecast. Although social commerce will only make up 6.6% of total ecommerce sales in 2024, it will continue trending upward as consumers become more comfortable buying through social platforms.

Use this chart:

• Identify generational gaps in social commerce adoption.
• Target Gen Z for social commerce.
• Illustrate how holiday social commerce relates to the rest of the year.

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• 5 key stats showing how to reach different kinds of TikTok users after TikTok
• Gen Z excels at social media marketing. How do brands keep up?
• 5 key stats marketers should know about targeting ads to Gen Z

Methodology: Data is from the July 2024 Basis Technologies report titled "2024 Holiday Shopping Trends," conducted in collaboration with GWI. 2,000 US internet users ages 16+ were surveyed during May 2024.