Marketers to Beckon Social Reviews for Holiday Shoppers

It’s not enough for a consumer to head out on a holiday shopping trip with a list anymore. If they do have a list, they expect to access reviews either on their PCs or their smartphones. If they don't have a list, they hope to find gift ideas on social media. Savvy marketers, hoping to make those last minute sales, are rushing to make sure that consumers can find reviews on social media.

It turns out that product reviews are also playing a bigger role in helping shoppers come up with a gift list. A ConsumerSearch study says online users will turn to social media for holiday shopping in the following ways:

  • Reviews 41%
  • Online wish lists found at sites such as Amazon​.com. 19%
  • Chats with social media friends 11%
  • Check gift recipient’s Facebook page 9%
  • Check gift recipient’s posted photos 8%
  • Follow brands on social media to see what’s new and popular 7%
  • See which items have many ‘likes’ 7%

Similar research from Deloitte found that 53% of online users will mine social media for gift ideas. In addition, 43% will read reviews, likes and recommendations. These shoppers aren’t always passive. At least 28% say they’ll also post their own comments or share links.

Even mobile is gaining ground in the shopping and online review arena. About half of mobile shoppers will write reviews of items they purchased. In this era where consumers are prone to believing their peers with respect to the features and quality of a product, marketers must encourage buyers to generate reviews. Making the process easy, and perhaps rewarding, is a great way to lift visibility and sales.

[Source: Reviews Turn Social Media into Gift Guides. Emarketer​.com. 27 Nov. 2012. Web. 7 Dec. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.