How Technology is Changing Shopping Habits This Holiday Season

If your For You Page has been taken over with gift guides and shopping deals this holiday season,? you’re not alone. In a digital era with endless options, consumers continue turning to social media for curated inspiration and convenient ways to shop while evolving their shopping habits to the new technology available.?

This season, more people are turning to AI to help decide what presents to buy by using chatbots for product discovery. Amazon and Walmart’s generative AI-powered shopping assistants have seen an influx of questions from shoppers asking the programs to help direct them to the “best” gifts across categories. Other retailers like Victoria’s Secret, IKEA, and Instacart are also experimenting with adding AI chatbots to their websites powered by ChatGPT to help shoppers and provide recommendations.

Another area of e-commerce that has been very influential this year is TikTok Shop. Among Gen Zers, 14% said they use generative AI for gift shopping, and nearly 54% said they would find all their holiday gifts on TikTok alone. Last winter, TikTok Shop was still fairly new, having only been introduced in September. This year, TikTok published a holiday marketing guide in August to help businesses prepare for a busy season of selling. Their instinct to prepare far in advance was correct because, on just Black Friday alone, TikTok drove over $100 million in sales through their Shop tab and in live streaming. Live stream shopping has been a focus on the platform over the past year to help drive discovery, and on Black Friday, shoppers tuned in to over 30,000 live-selling sessions.?

These behaviors show no signs of slowing in 2025. Forbes predicts we may even see the eradication of the search bar entirely and its replacement with conversational AI agents. If TikTok remains accessible to American consumers, the platform’s grip on e-commerce will only strengthen.

Build A “Healing Timeline” with Kleenex’s Breakup Calculator

Kleenex and Amazon partnered to launch “KleenEX: The Breakup Calculator,” on December 11, or International Break Up Day. On a microsite, users can input details about their breakup to receive a breakup timeline complete with an estimate of how many tissues they’ll use, discount codes, and Amazon “ex-tras” to dive into, such as movie marathon suggestions and music playlists to cry to. (Marketing Dive)

Pepsi Parodies Baking Shows to Promote New Gingerbread Flavor

Pepsi is promoting its new Zero Sugar Gingerbread Mini Cans with a playful holiday campaign starring Shaquille O’Neal in a parody baking show as he attempts to become the “Greatest Baker of All Time.” The campaign includes a 60-second video on YouTube, TikTok, and Instagram, with limited-edition cans available via Pepsi Drops or TikTok Shop with qualifying purchases.?(Marketing Dive)

Platform Updates

INSTAGRAM LAUNCHES TRIAL REELS

Instagram is testing a new "Trial" option for Reels, allowing creators to share content with a sample non-follower audience before fully publishing it. This feature helps creators experiment with new ideas or formats without risking their main audience's engagement. After a 24-hour trial, creators can review performance metrics and decide whether to share the Reel widely or discard it discreetly.? (Social Media Today)

PINTEREST RELEASES 2025 PREDICTIONS

Pinterest has released its annual Pinterest Predicts 2025 report, showcasing 20 trend forecasts based on user engagement data, with a track record of 80% accuracy. The predictions include niche themes like "Sea Witchery" and "Castlecore," supported by visuals and data insights to effectively guide brands in targeting audiences.?(Pinterest Business)

BLUESKY TEASES PAID SUBSCRIPTION TIER

X competitor, Bluesky, is testing a subscription model called Bluesky+, which has potential features, including higher-quality video uploads, profile customization, post analytics, and verification badges. While the features and pricing ($8/month or $72/year) are not final, Bluesky users actively discuss the possibilities and offer feedback. In addition to subscriptions, Bluesky is considering other revenue streams, including selling domain names, algorithm marketplaces, and potential ads. (TechCrunch)

Stats

Spotify leads US digital audio competition with nearly twice as many US listeners as the next most popular digital audio platform, Amazon Music, at 103.6 million compared to 53.1 million. (eMarketer)

YouTube users now “watch” over 400 million hours of podcasts each month via their living room devices, highlighting the growing role of long-form alternative media. (Social Media Today)

Written by Isabella Sorresso , Senior Comms Strategist, 22Squared