Marketers Drive Entirety of Holiday Buying Process According to Research Findings
In a significant shift in consumer behaviour, self-gifting has become mainstream, with an astounding 90% of consumers planning to shop for themselves while buying gifts for others. This represents a 21% year-over-year surge in trust, indicating that creator content has evolved beyond simple influence into a form of social proof.
Trust levels are at all-time highs, shopping timelines are accelerating, and creator content now spans the entire purchase funnel. Among Gen Z and Millennials, creators rank as the number one source shaping holiday purchases. This trend is not limited to social media platforms, as creator commerce is migrating into streaming services and connected TV.
Product availability has surpassed price as the leading factor influencing purchase decisions. Beauty, personal care, entertainment, and fashion are dominant categories for self-gifting. Inventory shortages are expected this season, and 61% of shoppers rely on creators to recommend in-stock alternatives.
Personalization is emerging as the defining driver of creator influence. With 67% of LTK users returning to the same creators repeatedly, brands that cultivate relationships with creators who closely mirror their target audience's identity stand to gain higher trust and more durable customer relationships.
For brands, the lesson is not simply to include creators in seasonal campaigns, but to reframe creators as essential partners in shaping consumer behaviour across every touchpoint. Creator influence is no longer additive-it is foundational to modern retail.
Marketers need to rethink media planning, allocating spend to creator-led integrations across channels where audiences are deeply engaged. The 2025 holiday season is set to demonstrate how creator-led commerce has matured into a structural pillar of retail strategy.
The most important partners for brands positioning themselves for the future retail market are retail media networks and digital technology providers. These partnerships enable brands to reach consumers precisely at the point of sale with data-driven campaigns, creating new revenue sources and measurable marketing success. Additionally, partnerships with supply chain technology firms are crucial to enhance efficiency, resilience, and profitability amid market volatility.
Integrating AI-driven tools improves customer experience and personalization, which are key competitive advantages. Retailers and brands must also align with partners that support sustainability, authenticity, and clear communication of values as demanded by modern consumers.
The urgency is pulling shopping timelines forward, with 43% of consumers planning to start holiday purchasing by September. Consumers are no longer seeing the holidays strictly as an outward-facing ritual but as a moment to invest in their own well-being and identity. The LTK Holiday Shopper Study highlights creators as the most trusted guides in the retail economy, with 70% of the general population acting on creator-driven recommendations.
Brands that adapt to these trends and embrace the power of creator influence stand to gain a competitive edge in the rapidly evolving retail landscape.
