Holiday marketing in the United States is undergoing a significant transformation, largely influenced by Gen Z consumers. This generation, born between the late 1990s and early 2010s, is reshaping how brands approach seasonal campaigns. Their preferences for authenticity, digital engagement, and value-driven messaging are forcing companies to rethink strategies that once relied heavily on traditional advertising.
Gen Z’s influence is especially noticeable during the holiday season, when shopping habits peak. Unlike previous generations, they are increasingly turning to social media platforms like TikTok, Instagram, and YouTube to discover products. This shift has elevated influencer and creator-led campaigns, making them central to holiday marketing efforts.
Reports from Marketing Dive highlight that brands are reallocating budgets away from television and print toward digital channels. The goal is to meet Gen Z where they spend most of their time—online—and to create campaigns that feel personal, interactive, and relevant to their interests.
The Rise of Social Commerce
Social commerce has become a defining feature of Gen Z’s holiday shopping behavior. Platforms like TikTok and Instagram are no longer just spaces for entertainment; they are now marketplaces where trends emerge and products go viral. For brands, this means that influencer partnerships have moved from being an optional marketing tactic to an essential strategy.
Creators play a pivotal role in shaping Gen Z’s purchasing decisions. Their ability to present products in relatable and authentic ways resonates more deeply than traditional advertisements. Holiday campaigns that feature creators often see higher engagement rates, as audiences tend to trust recommendations from peers over corporate messaging.
This reliance on social commerce also drives curiosity about what’s trending, what’s worth buying, and what’s being rejected. The concept of de-influencing, where creators actively discourage unnecessary purchases, adds another layer to the conversation. This trend shows that Gen Z values transparency just as much as hype.
Omnichannel Expectations: Blending Online and In-Store Experiences
Gen Z expects seamless shopping experiences that integrate both online and offline channels. As a result, holiday marketing strategies must align digital campaigns with in-store promotions to meet their needs. Retailers who fail to connect these experiences risk losing relevance with younger shoppers.
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Omnichannel strategies often include personalized offers, mobile-friendly shopping features, and early bird deals that cater to Gen Z’s preference for convenience. For example, Deloitte’s 2025 holiday survey revealed that 57% of consumers expect the economy to weaken, making affordability a key driver of purchasing decisions. Gen Z’s cautious spending habits amplify the need for brands to offer value at every touchpoint, whether online or in-store.
Shopping is no longer simply about making transactions. Gen Z seeks experiences that resonate with their values, and they want to feel understood by the brands they interact with. This expectation is reshaping how companies design their holiday marketing campaigns, blending digital innovation with traditional retail strategies.
Value and Authenticity: Core Drivers of Gen Z’s Holiday Shopping Behavior
Gen Z’s cautious approach to spending has made value a central theme in holiday marketing. With rising costs and economic uncertainty, flashy promotions alone aren’t enough. Brands must show that their products offer genuine utility, durability, or emotional significance to stand out in a crowded market.
Equally important is authenticity. Gen Z is quick to spot insincerity, and campaigns that feel overly polished or disconnected often fail to resonate. Successful holiday marketing strategies highlight real stories, relatable experiences, and transparent communication. This authenticity builds trust, which is crucial during a season when consumers are bombarded with advertising.
The emphasis on value and authenticity also sparks broader conversations about how brands balance tradition with modern consumer expectations. What does it mean to celebrate the holidays in a time of cautious spending? How can brands respect the holiday spirit while adapting to the realities of today’s economy? These are the kinds of questions that frame the narrative around Gen Z’s shopping behavior.
What Brands Can Do Next: Embrace Digital and Stay Authentic
Adapting to Gen Z’s influence requires brands to rethink their entire holiday marketing approach. It’s no longer just about tweaking a few tactics; companies must prioritize digital engagement, creator partnerships, and omnichannel experiences that feel authentic and seamless.
One potential strategy is to embrace retail media and AI-driven personalization. Gen Z is comfortable with tailored recommendations, and campaigns that use data to deliver relevant offers tend to perform better. However, it’s essential to strike a balance—personalization should never feel intrusive. Brands must respect privacy while delivering convenience.
Additionally, maintaining agility is key. Gen Z’s preferences evolve quickly, and holiday marketing must be flexible enough to adapt to real-time changes. Companies that prioritize authenticity, value, and relevance will not only capture Gen Z’s attention but also influence broader consumer trends across generations.
Navigating the Future of Holiday Marketing
Looking forward, holiday marketing is poised to continue evolving as Gen Z’s preferences shift. The challenges for brands will be staying ahead of these changes and adjusting marketing strategies accordingly. Gen Z is known for their quick-changing tastes and preferences, and companies must be agile enough to meet their expectations.
As we move into future holiday seasons, marketing strategies will need to incorporate more personalized, interactive, and transparent approaches. Gen Z’s demand for authentic engagement will likely shape holiday marketing across multiple industries, creating a ripple effect that could influence consumer behavior for years to come.
To succeed, brands must focus on delivering value, authenticity, and cultural relevance, ensuring their campaigns resonate with Gen Z while maintaining a connection to the broader consumer base. The ongoing dialogue between brands and consumers will be crucial in defining the next wave of holiday marketing strategies.
