LTK Holiday Shopper Study Reveals Power of Creator Commerce This Holiday Season
2024年8月3日 - 3:17AM
ビジネスワイヤ(英語)
LTK, the platform that powers Creator Commerce™ unveiled its
2024 Holiday Shopper Study, showcasing the latest consumer trends
ahead of the busiest shopping season of the year. LTK pioneered
creator commerce that has reshaped the retail industry with
consumers shifting their shopping habits to creators and purchasing
more than $4B through LTK Creators.
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LTK, the platform that powers Creator
Commerce™, unveiled its 2024 Holiday Shopper Study, showcasing the
latest consumer trends ahead of the busiest shopping season of the
year. The new study highlights the striking differences between the
behaviors, trends and preferences of consumers that shop from
creators as we approach the peak shopping season. (Graphic:
Business Wire)
An overwhelming majority of shoppers make purchases from
creators now - 75% of Gen Z, 64% of Millennials and 58% of the
general population. The new LTK Holiday Shopper Study highlights
the striking differences between the behaviors, trends and
preferences of consumers that shop from creators as we approach the
peak shopping season by taking a look at insights from shoppers on
the LTK platform.
Increased Buying Power
Shoppers that purchase from creators are set to make a
significant impact this holiday season with their buying power up
an impressive 38% YoY, while the buying power of the general
population decreased 8% from last year.
The study reveals four major categories that creator shoppers
plan to buy more or the same this year than the general population.
When it comes to entertaining essentials, 75% of consumers that
shop creators plan to buy more or the same compared to just 53% of
the general population. As for home goods and decor, 79% of LTK
shoppers plan to buy more or the same - a 39% increase over the
general population. Plans to purchase entertaining essentials and
home products align to cooking and recipes being the top watched
creator content amongst consumers during the holidays. Creator
shopping communities also plan to spend more or the same on gifts
and themselves this season.
- Entertaining Essentials: 75% of LTK shoppers vs. 53% of
general population
- Gifts: 79% of LTK shoppers vs. 74% of general
population
- Home: 79% of LTK shoppers vs. 57% of general
population
- Myself: 79% of LTK shoppers vs. 55% of general
population
Earlier Holiday Shopping
Creators see their communities shopping even earlier than the
general population with 70% of LTK shoppers planning to start their
holiday shopping by late September - a notable 18% YoY increase. In
comparison, 38% of the general population plans to start shopping
by late September while Gen Z shoppers tend to start later, with
50% planning to begin their shopping in early November or
later.
Higher Value on Brand Loyalty and Availability
During the holidays, deals are important to most shoppers. This
year, the general population continues to prioritize price over
brand and quality with more consumers planning to shop during Black
Friday & Cyber Monday sales to save money than last year.
However, for those that shop from LTK creators, availability and
brand rank highest in priority. While price is still important to
these shoppers, the availability of products is more important,
which indicates the need for retailers to keep items well
stocked.
Top Gifts for 2024: Entertainment and Beauty Remain Top of
the List
Consumers are planning to shop multiple categories from creator
recommendations for the holiday season. This year,
entertainment-focused gifts like games, music and books are a top
ranked gifting category across the general population, Millennials
and Gen Z. Followed by fashion for Millennials, while Gen Z leans
towards beauty and personal care products as their number one
gifting category. Sports equipment and clothing is also a popular
gifting category amongst Gen Z - up 95% this year.
For self-gifting, beauty and personal care ranks as the number
one spot across the board.
The reported data is from a survey conducted in June 2024 among
1,125 participants, reflective of the US population with 97%
confidence. To learn more about the LTK Holiday Shopper Study,
please visit
https://company.shopltk.com/ltk-festive-forecast-2024.
About LTK
As the inventor of Creator Commerce, LTK is the trusted platform
for creators and their businesses by powering and monetizing the
connection between content and commerce. Founded in 2011 by Amber
and Baxter Box, the LTK mission is to empower creators to be as
economically successful as possible. LTK has over 70 patent assets
for its innovative technology solutions that have pioneered an
industry. Premium lifestyle creators in 150+ countries drive more
than $4.1 billion in annual retail sales through the LTK platform.
Today, 40 million monthly consumers turn to LTK Creators in the LTK
shopping platform to find inspiration and instantly shop the styles
recommended by their favorite creators. More than 8,000 retailers
partner with LTK to gain access to its global creator network for
content that converts against cross-channel KPIs. LTK is the
connection between creators and brands - driving more than 44,000
brand collaborations annually. LTK is headquartered in Dallas, TX
and currently operates on five continents. To download the LTK
shopping app, search for LTK in the App Store or Google Play.
For the latest updates from LTK, follow Shop.LTK on TikTok and
Instagram, and LTK on LinkedIn.
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