36% of consumers will look for Christmas products on YouTube! Social advertising drives peak season sales in the United States!

It is learned that according to the forecast of global media agency Zenith, driven by the rise of TikTok, Instagram and others, the social media advertising market will reach US$177 billion in 2022, surpassing traditional advertising markets such as TV (US$174 billion).

According to Zenith research, during this year’s Christmas season in the United States, 36% of consumers will browse for holiday merchandise and discounts on YouTube, 25% will browse on Facebook, 21% will browse on Twitter, and 19% will browse on Instagram.

Zenith pointed out that with the rise of social media, more and more consumers will turn to social e-commerce shopping, among which Generation Z has the greatest purchasing power in this channel.

As retailers have noticed the trend, social advertising targeting Generation Z increased by 54% in the week before Christmas. Among several large retailers in the United States, Target had the most advertising, with a market share of 64%, while Costco had the least, at 1%.

We also learned that in addition to Amazon, Walmart has the most advertising on social media throughout this peak season, accounting for 23% of the market, followed by Target (21%) and Best Buy (12%).

Editor ✎ Nicole/

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