New research from Snapchat reveals how online retailers can tap into Gen Z shoppers this Christmas, helping them target this demographic with the right messaging and content. A key takeaway is that making content shareable is essential to winning the hearts and minds of this digital-first generation.
The Snapchat study of festive shopping habits found that 27% of Gen Z shoppers forward social media posts to friends and family to show exactly what they want to receive for Christmas. A further 42% opt for online shares and messages that reveal vital information such as price and availability. 71% of Gen Z want brand and product content at Christmas to be easier to share: clear prices, sizes, links and descriptions that drop neatly into a chat.
The power of influence
Unsurprisingly, creators are a huge influence. 77% of Gen Z shoppers get ideas for gifts from content creator posts, whether that’s from influencers they are following, or family and friends.
Mindful shopping is also important to this budget-conscious and socially-aware generation. Snapchat’s research found that 44% share their Christmas wish lists early so nothing goes to waste, and 27% want to avoid returns and keep gifting fuss-free. Many prefer presents that feel meaningful, practical and tailored.
What this means for retailers this Christmas
With growing spending power, and an instinctive understanding of the digital world, Gen Z are a target demographic for many retailers this Christmas – and the Snapchat research shows how to reach them; through creators, shareability, and support for mindful shopping. Transparent pricing, product walk-throughs and sustainability cues are must-haves.
Rachel Levy, head of retail and lifestyle at Snapchat, said: “At Snapchat, we see every day how Gen Z blends the digital world with real-life and this research proves that the online chat is now at the heart of their Christmas shopping journey. They discover gifts through creators then head straight to the chats to compare, share and build their wish lists in real time. “
She added: “Even the most online generation still loves the magic and joy of Christmas traditions, but it’s in the chat where decisions really happen and where brands can authentically show up.”
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