Snapchat Unveils Research on Its Users’ Holiday Shopping Season Plans

Planning begins an average of two to three months before Christmas

Snapchat users shopping online are turning to a variety of resources Snap Inc.

Christmas in August? Snap Inc. released new research to help marketers and advertisers better gauge the impact of Snapchat’s audience during the holiday shopping season.

Snap vice president of sales, Americas Peter Naylor will present the results of the company’s research during a webinar Tuesday (Aug. 11) at 1 p.m. ET, and interested people can RSVP here.

The platform experiences consistently high engagement during the holiday season, with over 200 million people engaging with augmented reality on New Year’s Eve last year nearly 13 billion times, and global spikes in Story views between Christmas and New Year’s Eve.

Snapchat also pointed to the impact of Covid-19, saying that 47% of its users shopped online and 53% shopped in-store last year, and those numbers will change to 76% and 24%, respectively, this year.

The company found that Snapchatters plan to spend 147% more than non-Snapchatters on gift giving this year.

Snapchat users shopping online are turning to a variety of resources, with 67% browsing online retail or department stores, 66% shopping via ecommerce retailers and 24% buying online directly from ecommerce brands.

Meanwhile, 60% of Snapchatters who shop in person are doing so in department stores.

It’s not all about Black Friday and Cyber Monday, either, as Snap’s research found that its users’ purchases are sustained throughout the holiday season, peaking in late November, and they start planning an average of two to three months before Christmas.

Speaking of planning, 80% of Snapchatters do so on the app, and they are more likely to pay attention to brands that they hear about from friends and family than from celebrities and influencers.

Naylor said in a statement, “The holiday season will look really different this year, and people will turn to Snapchat to stay connected while far apart. Nothing will stop the Snapchat Generation from giving gifts and celebrating holiday moments with their close friends and family. We’re excited to help brands show up for all those moments, all season long.” David Cohen is editor of Adweek's Social Pro Daily.