Evolving Trends in Holiday Marketing: Navigating Gen Z’s Shopping Landscape in 2023
As the holiday season approaches, it’s important to recognize the way businesses market their products has drastically changed. We can see this shift especially in how younger buyers, specifically Gen Z, engage with marketing efforts. McConnell Marketing has recognized the immense impact of social media platforms like TikTok and Instagram on the preferences of young buyers and today we’re giving you some insights into these new trends.
Rethinking Traditional Methods
The traditional reliance on Google and print ads for reaching younger consumers, while still useful, is no longer as effective with younger audiences. The focus has moved to TikTok and Instagram, where influencer marketing, peer trust and the simplicity of direct purchasing links have significantly influenced the preferences of the younger demographic.
Influencer marketing, whether through macro or micro influencers, has become pivotal in driving the purchasing decisions of Gen Z. Sending products to influencers who genuinely recommend and provide direct purchase links has become a potent tool for brands targeting younger buyers.
Social Media’s Role in Shopping
Maintaining a robust social media presence is crucial. Leveraging Instagram and TikTok ad buys has allowed businesses to seamlessly integrate themselves into the feeds of their target audience. These platforms have transformed into virtual shopping hubs, merging entertainment and commerce effectively.
The resurgence of Pinterest among younger demographics, particularly among 13-17-year-olds, is noteworthy. Brands can capitalize on this renewed interest, as younger users are actively showcasing brands and products, making Pinterest a valuable marketing channel once again.
MyGemma, a brand specializing in luxury items, expects that 15% of its total revenue for 2023 will come from the live streams across TikTok, Instagram and Whatnot. Their success underscores the increasing importance of these platforms in driving sales and revenue.
Adapting to Changing Trends
McConnell Marketing emphasizes adaptability as the key focus for businesses. Those pivoting towards social media, embracing influencer marketing and revisiting platforms like Pinterest are best positioned to resonate with the evolving shopping behaviors of younger demographics.
As the marketing sphere experiences a transformative shift, we urge businesses to embrace social media and influencer marketing to connect effectively with Gen Z. Staying agile and aligning with these emerging trends will ensure a prosperous holiday season in 2023 and beyond!
If your business needs assistance applying these trends to your marketing efforts, contact us today at 330-286-0487 or email us to get a custom quote. Also, don’t forget to follow us on all of our social platforms. Stay up to date on our monthly newsletters, full of more helpful tips and tricks!
