A new survey conducted by the influencer platform Mavely revealed that 28% of consumers purchased a gift based on a content creator's recommendation in 2023. This number rises to 52% when it comes to Generation Z alone, people born between 1995 and 2010, approximately. Additionally, the study found that 34% of respondents trust influencers for gift ideas; among Generation Z, the number is 58%.
The survey aimed to understand shopping trends for the holiday season and, specifically, the role of influencers in purchasing decisions. Another highlight of the survey was understanding how and where most consumers plan to buy gifts this year. Surprisingly, while more than half (54%) of consumers plan to do most of their end-of-year shopping online and in person, the Silent Generation (born between 1925 and 1945, approximately) leads in online-only shopping with 30%, double (15%) that of Generation Z.
The research also points to the influence of creators beyond direct recommendations. 56% of consumers report that some of their year-end gifts are items promoted by influencers. Generation Z shows the highest engagement with influencer content, with 47% using gift guides to make holiday shopping decisions, compared to 25% of consumers of all ages.
According to Fabio Gonçalves, director of international talent at Viral Nation and an expert in the influencer marketing market, the reason why Generation Z trusts influencers more is because these people have grown up in a digital environment, where content creators occupy a central space on social media, which is increasingly taking the place of traditional media.
“For them, influencers are not just media figures, but people with whom they feel they can connect in a more personal and authentic way. This relationship creates a natural trust, as they see content creators as reliable sources, who share real experiences and practical tips. The aspirational lifestyle of influencers, combined with the way they interact directly with their followers, creates a strong relationship of credibility,” he explains.
This scenario projects an increasing need for investment in the influencer marketing segment, as despite the trust in influencers, Generation Z is not as easily influenced as it seems. The same Mavely survey reveals that 23% of younger consumers say they need to see a promoted product four to five times before considering a purchase; among the majority of buyers (36%), this average decreases to two to three times. In this sense, Fabio explains why young people are more discerning and relates it to the need for more research and investment by brands.
“This generation is more discerning in their purchasing decisions because they have been exposed to an excess of information since childhood and have developed a critical and conscious attitude towards consumption. They value authenticity and transparency, and tend to need to see a product promoted several times before considering a purchase, as they research more and check the consistency of recommendations. This selectivity means that brands need to invest in sustained influencer marketing campaigns that build trust and relevance over time, rather than quick promotions. In addition, ensuring creative freedom for the influencer is crucial, as this allows them to promote the product in an authentic way that is aligned with their style. Choosing the right creator, who resonates with the brand’s target audience, also makes all the difference to the success of the campaign,” he concludes.
METHODOLOGY
TEAM LEWIS interviewed 1,000 people over 18 years old in the United States. The sample was balanced by census for age and gender. TEAM LEWIS collected data through an online survey conducted from August 28 to September 4, 2024.
