Reddit has emerged as a significant platform for holiday shopping research, with many users starting their search for great deals as early as six months before the holiday season. The platform is seen as a key discovery and validation tool for shoppers seeking real reviews on products and brands to gift. According to Reddit, one in three shoppers who first learn about a product or service on independent review sites, Amazon, or Google, turn to Reddit for additional research before making a purchase. In fact, 85% of people who use Reddit for holiday gifting research ultimately make a purchase.
Based on its research, Reddit has identified three key tips to help brands maximize their marketing potential when connecting with holiday shoppers. Firstly, Reddit suggests that brands should align their campaigns with seasonal shopping behaviors. From April onwards, conversations about travel, holiday parties, and gifting start to dominate discussions, with hosting and menu planning taking center stage in November and December.
Reddit recommends that brands cater to Redditors’ preference for purchasing from small businesses when it comes to gift shopping. Additionally, brands are advised to deploy a full-funnel strategy that targets prospective consumers at every stage of the purchase cycle. This approach ensures that brands are capturing the attention of users across various touchpoints, maximizing the impact of their Reddit ads.
Reddit highlights the importance of aligning with holiday trends to resonate with users. The platform notes that discussions on popular subreddits dedicated to specific decades, such as r/90s and r/80s, see increased traffic during the holiday season. Users share nostalgic memories and seek connection in communities like r/AskOldPeople. Brands are encouraged to tap into these trends to create campaigns that reflect the holiday spirit and foster positive engagement with users.
As the holiday season approaches, Reddit sees a surge in discussions in financial subreddits, indicating that users are starting to plan for their holiday expenses. Brands can leverage this insight by offering early sales deals to attract early planners. Moreover, Reddit reports that many users are last-minute shoppers, emphasizing the importance of being prepared to cater to this segment of consumers.
Reddit’s collaboration with Google has opened up new opportunities for product research, with increased referral traffic to subreddit listings. With a daily active user base of 82.7 million and growing, Reddit presents a promising platform for brands to explore new ad options and engage with a highly active and engaged audience. Brands are encouraged to pay closer attention to the evolving landscape of Reddit advertising to capitalize on the platform’s potential for driving holiday sales.
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