#BYMEspresso☕: Brands checking Social Media boxes this holiday season

Amid other economic headwinds, brands are navigating a potentially tough shopping landscape as they compete for consumer dollars that are being squeezed by inflation.

Amid other economic headwinds, brands are navigating a potentially tough shopping landscape as they compete for consumer dollars that are being squeezed by inflation. Still, the sense is that customers are ready to buy again, but with a renewed focus on product value. 

Brands spent the past year experimenting with metaverse platforms, beefing up their influencer marketing strategies and toying with social commerce, and learnings from these emerging platforms are starting to seep into holiday shopping pushes.

Still, analysts are skeptical of how many purchases will actually be completed on social media platforms. “Social commerce lies at the intersection of discovery and impulse, which makes it well-suited for those impulse purchases,” Forrester principal analyst Kesley Chickering said via email. “But that behavior flies in the face of what we expect this holiday season with consumers being more scrupulous with their spending.”