LTK Holiday Shopper Study Finds Influencers to be the Most Impactful Drivers of Online Purchases
DALLAS – (BUSINESS WIRE) – While there are signs that the commercial effects of Covid-19 are improving and the economy is picking up again, many brand marketers are faced with the question of how to match the general societal optimism with the ongoing uncertainty about the effects of the pandemic Shopping behavior can reconcile holiday season.
In a study conducted in June 2021 by LTK, the largest creator-based marketing platform in the world, the company identified several key insights that brand marketers should consider when creating their year-end campaigns.
Overall, adults in the US are more optimistic about the holiday shopping season. 80 percent plan to spend the same or more on gifts this year than last year. Almost 70 percent of adults plan to do the majority of their shopping online, with the majority expected to be done on their smartphone. Social media influencers were seen as the most trusted advisors on social media and the most influential factor in online buying decisions, ahead of expert reviewers, celebrities, and discount or savings marketing.
LTK’s in-house research included surveying more than 2,000 adults, representing the US population with 97 percent confidence. The following was found:
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Buyers are optimistic about a return to normal
As a result, brands can expect consumers to broaden their considerations about gift categories. -
Household income increases
With less budget anxiety, brands can expect more impulse and luxury purchases this year. -
Americans are eager to spend money
As the intent to buy increases, we can assume that consumers will shop sooner and longer, giving brands more opportunities to sell. -
Online and mobile shopping will continue to dominate the holidays
The earlier involvement of shoppers in mobile-friendly environments will lead to impulse buying and the creation of gift lists on consumers’ phones. -
Black Friday through Cyber Monday is still important
Black Friday and Cyber Monday affect the entire Christmas shopping calendar, with 45 percent of adults surveyed planning to do the majority of their shopping during the BFCM period. Getting the right customers on the right platforms at the right time is key and requires planning ahead. -
More than two thirds of buyers buy a wide variety of products based on influencer recommendations
While beauty and fashion are considered to be the purchases most positively influenced by influencer referrals, understanding influencers’ audiences expands the opportunities to sell a wide variety of products. -
Influencers are the main driver behind buying decisions on social media
With influencers being in high demand by consumers and marketers, brands should plan early to secure their first access to the most valuable marketing asset of the year.
“With the vast majority of shopping this holiday season going to be on mobile devices and influencers emerging as the most trusted advisors on social media, creative marketing is an extremely effective sales strategy this holiday season,” said Rodney Mason, director of marketing for the LTK branding platform. “Our advice to brands is to plan your influencer marketing campaigns early and across the calendar to maximize your sales opportunities.”
The full results of the study will be presented in a webinar hosted by LTK on Tuesday, September 14, 2021 at 1:00 p.m. CT. To register, visit: https://company.shopltk.com/ltk-rewardstyle-webinar-7-secrets-holiday-sales-2021
About LTK (formerly BelohnungStyle & LIKEtoKNOW.it)
LTK is the world’s leading marketing platform with creativity. It was founded by Amber and Baxter Box in 2011 to enable the world’s premium lifestyle developers to be as economically successful as possible. Now in its 10th year, LTK has become the most trusted and effective business promotion platform on which creators launch, operate and expand their universal store. Today, more than 5,000 brands partner with LTK to gain access to its global influencer network for original content that is converted using performance-based, cross-channel KPIs. A two-time winner on Fast Company’s Most Innovative Companies list, LTK has more than $ 2.9 billion in annual retail sales of over 150,000 talented creatives in over 100 countries. The company is headquartered in Dallas, TX and currently operates on five continents. To download the app, search for LTK in the app stores.
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