The holiday shopping season is often referred to as retail’s Super Bowl, with the National Retail Federation estimating that November and December have accounted for 19 percent of total U.S. retail sales over the past five years. Even those with tight purse strings tend to loosen them during this time of year, with more money spent on experiences, gifts and travel. Much of that activity is taking place online, with the trade group pegging total online and other nonstore sales during last year’s holiday season at $238.9 billion.
Shopping continues to become more social. Recommendations from family, friends and, yes, creators have been fueling purchasing decisions for years, and social media has made this even more so. Product recommendations and reviews on social platforms, as well as the comments sections on those platforms, have emerged as a destination for consumers to discuss, endorse and research products they may be interested in. So how can you best use creators during the holiday season?
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