LTK, the platform that powers Creator Commerce™, has released its 2024 Holiday Shopper Study, revealing key consumer trends ahead of the peak shopping season. LTK, a pioneer in creator commerce, has reshaped the retail landscape, with consumers now purchasing over $4 billion through LTK Creators.
A significant majority of shoppers are now buying from creators: 75% of Gen Z, 64% of Millennials, and 58% of the general population. The LTK Holiday Shopper Study highlights notable differences in behaviors, trends, and preferences of consumers shopping from creators as the holiday season approaches, drawing insights from shoppers on the LTK platform.
Increased Buying Power
Shoppers purchasing from creators are set to make a significant impact this holiday season, with their buying power up by an impressive 38% year-over-year (YoY), while the general population’s buying power decreased by 8% from last year.
The study identifies four major categories where creator shoppers plan to buy more or the same this year compared to the general population. These categories include:
- Entertaining Essentials: 75% of LTK shoppers vs. 53% of the general population
- Gifts: 79% of LTK shoppers vs. 74% of the general population
- Home: 79% of LTK shoppers vs. 57% of the general population
- Personal Purchases: 79% of LTK shoppers vs. 55% of the general population
The alignment of plans to purchase entertaining essentials and home products with top-watched creator content like cooking and recipes is notable. Creator shopping communities also intend to spend more or the same on gifts and personal items this season.
Earlier Holiday Shopping
Creators are seeing their communities start holiday shopping earlier than the general population, with 70% of LTK shoppers planning to begin by late September—an 18% YoY increase. In contrast, only 38% of the general population plans to start shopping by late September, with 50% of Gen Z shoppers starting in early November or later.
Higher Value on Brand Loyalty and Availability
Deals are crucial during the holidays. This year, while the general population prioritizes price over brand and quality, more consumers plan to shop during Black Friday and Cyber Monday sales. However, LTK shoppers rank availability and brand as their top priorities, indicating the need for retailers to maintain well-stocked items despite the importance of price.
Top Gifts for 2024: Entertainment and Beauty Lead the List
Consumers plan to shop multiple categories based on creator recommendations. Entertainment-focused gifts like games, music, and books are top-ranked across the general population, Millennials, and Gen Z. Millennials favor fashion, while Gen Z leans towards beauty and personal care products as their top gifting category. Sports equipment and clothing are also popular among Gen Z, with a 95% increase this year. Beauty and personal care rank as the number one self-gifting category.
The data comes from a June 2024 survey of 1,125 participants, reflective of the US population with 97% confidence. To learn more about the LTK Holiday Shopper Study, visit LTK Festive Forecast 2024.
About LTK
As the inventor of Creator Commerce, LTK is the trusted platform for creators and their businesses, monetizing the connection between content and commerce. Founded in 2011 by Amber and Baxter Box, LTK’s mission is to empower creators to achieve economic success. With over 70 patent assets, LTK has pioneered the industry. Premium lifestyle creators in 150+ countries drive over $4.1 billion in annual retail sales through LTK. Today, 40 million monthly consumers turn to LTK Creators for inspiration and shopping. More than 8,000 retailers partner with LTK for content that converts against cross-channel KPIs. LTK drives over 44,000 brand collaborations annually. Headquartered in Dallas, TX, LTK operates on five continents. Download the LTK shopping app from the App Store or Google Play.
