Leveraging social shops for the 2024 holiday season | Cart.com

The holiday shopping season is officially in full swing. November marks the start of consumers eagerly hunting for deals, gift ideas and festive finds — and if there’s one trend that will define holiday shopping in 2024, it’s social commerce. Platforms like TikTok Shop and Meta Shop are poised to play pivotal roles, helping brands engage shoppers and drive significant sales. In this guide, we'll outline how brands can strategically leverage social shopping platforms to capitalize on #HolidayShopping momentum. 

Why invest in social shops for the holidays? 

Holiday shopping trends and the rise of social commerce: The shift in consumer behavior toward online shopping is undeniable, with social commerce representing the latest wave of this transformation. In 2024, shoppers are expected to spend even more time browsing and buying directly from their favorite social apps, making platforms like TikTok and Meta crucial for brands wanting to boost their holiday sales. 

Benefits of leveraging social commerce 

• Reach younger audiences: Platforms like TikTok and Instagram are prime spaces for Gen Z and Millennials, key demographics in holiday spending. In fact, Gen Zers are more than twice as likely (42% vs. 20% average) to buy holiday gifts directly through social media in 2024, according to research from Basis Technologies and GWI. 
• Impulse buying: Social shops make it easy for consumers to make spontaneous purchases, thanks to integrated checkout and shoppable content. 
• Interactive and engaging: Features like live shopping and AR experiences keep consumers entertained and engaged, enhancing the likelihood of purchase. 
• Data fidelity: With iOS 14.5 and third-party cookie restrictions, tracking on DTC sites is challenging. Direct purchases through Meta or TikTok Shops ensure robust data for platform AI, enhancing ad effectiveness.  

Understanding TikTok Shop for holiday success 

What is TikTok Shop? TikTok Shop allows brands to sell products directly through TikTok, leveraging shoppable videos, live streams and ads to engage with their audience. It’s an immersive, entertainment-driven shopping experience designed to captivate consumers and drive conversions. In its second holiday season, the platform is rolling out major holiday events to drive even more engagement. 

TikTok Shop holiday strategy tips 

Host live shopping events 

• Plan themed holiday livestreams: Use influencers and celebrities to host engaging, shoppable events featuring exclusive holiday deals and giveaways. Schedule these events strategically to align with key holiday shopping dates, like Black Friday or Cyber Monday. 

• Create interactive experiences: Encourage viewers to participate through polls, live Q&A and flash discounts. 

Collaborate with TikTok influencers 

• Choose the right creators: Select influencers whose audiences align with your target shoppers. Look for creators known for authentic content that inspires trust and drives sales. 

• Holiday-themed content: Work with influencers to create festive content, from unboxing holiday gift sets to styling videos that showcase your products. 

Leverage TikTok ads 

• Targeted campaigns: Use TikTok’s advanced targeting options to reach holiday shoppers with In-Feed Ads and Spark Ads. 

• Promote limited-time offers: Highlight special holiday discounts and bundles, creating urgency with countdown timers. 

Plan a holiday content calendar 

• Engage with trends: Tap into popular holiday trends, like festive challenges or songs, to boost visibility. 

• Consistent posting: Maintain a steady content schedule, mixing shoppable videos with behind-the-scenes holiday preparations. 

Optimization tips for TikTok Shop 

• Use relevant hashtags (like #HolidayShopping), optimized product descriptions and strong CTAs to drive engagement. 
• Monitor performance metrics in real-time and adjust your strategy to maximize reach and conversions. 

Maximizing Meta Shop for holiday shoppers 

What Is Meta Shop? Meta Shop, encompassing Facebook and Instagram, integrates shopping features directly into social feeds, offering shoppable posts, product catalogs and AR try-ons to create a seamless buying experience. 

Meta Shop holiday strategy tips 

Deliver a personalized shopping experience 

• Utilize data for targeting: Leverage Meta’s data-driven tools to create tailored shopping experiences, from personalized product recommendations to dynamic retargeting ads. 

• Creative segmentation: Tailor your content by segmenting creative assets (e.g., gifts for loved ones vs. personal treats) to deliver highly relevant messaging that resonates with different shopper motivations. 

Augmented reality shopping 

• Virtual try-ons: Use AR features to allow shoppers to try on accessories, makeup or clothing, making their decision-making process more interactive and enjoyable. 

• Holiday decorations and filters: Create festive AR filters to enhance the holiday spirit and boost engagement. 

Run effective holiday ad campaigns 

• Highlight deals with ads: Use a mix of Stories, Reels and shoppable ads to spotlight holiday offers. Carousel ads are great for showcasing multiple products in a single post. 

• Invest in reels and stories: Capture attention with short, engaging videos that drive traffic to your Meta Shop. Use shoppable story highlights to keep deals front and center. Create content that is “Reels First” by matching the tone and cadence of the organic content that your ads will be served alongside of.  

• Pro tip: Ensure that all necessary information (promo, details, etc.) is located within the safe zones to ensure your value props can always be seen by the user and are not cut off or blocked. 

Engage with customers in real time 

• Use messaging tools: Implement Facebook Messenger and Instagram Direct for instant customer support, especially during peak holiday shopping times. 

• Automated replies: Set up automated responses for common inquiries, ensuring shoppers get the help they need promptly. 

Integrating TikTok Shop & Meta Shop in a Unified Strategy 

Cross-platform promotions 

Coordinate your campaigns across TikTok and Meta to increase visibility and engagement. For example, tease a product drop on TikTok and drive followers to your Meta Shop for exclusive holiday offers. 

Smart budget allocation 

Allocate your budget based on each platform’s strengths. Invest in TikTok’s influencer campaigns and interactive features, while using Meta’s robust data tools for precision targeting. 

Holiday calendar planning 

Outline key dates, including major sales events and shipping cut-off deadlines. Develop a timeline that includes pre-holiday buzz, peak sales periods and post-holiday clearance campaigns.  

Measuring success and iterating 

Key metrics to track 

Monitor metrics such as sales, engagement rates and conversion rates to evaluate performance. On TikTok, focus on engagement metrics and video views. On Meta, track ROAS and customer engagement. 

Post-holiday analysis 

Conduct a comprehensive review of your holiday campaign performance. Analyze which products, ad formats and content types drove the most sales and use these insights to plan future campaigns. 

Iterate and improve 

Use your learnings to optimize future strategies. For example, if AR try-ons were popular, consider incorporating more immersive experiences in upcoming campaigns. 

Putting a bow on your brand’s 2024 social commerce strategy 

The 2024 holiday season presents an unparalleled opportunity for brands to drive sales, build engagement, and expand reach by tapping into the power of social commerce. TikTok Shop and Meta Shop aren’t just trendy tools; they’re powerful ecosystems designed to turn festive enthusiasm into revenue.  

Looking beyond 2024 

The insights you gain this holiday season don’t just end in December. A post-holiday analysis is essential, as it will allow you to identify winning strategies, ad formats, and audience segments for future campaigns. These learnings will enable you to refine your approach and set benchmarks for the year ahead. 

Additionally, consider leveraging your holiday data for powerful remarketing opportunities. By retargeting audiences who engaged with your brand during the holiday season—such as those who clicked on ads, visited your shop or made purchases—you can maintain momentum and drive repeat sales well into the new year. Continue reaching holiday shoppers with tailored offers, exclusive promotions, or product recommendations, keeping your brand top-of-mind beyond the holiday rush. 

In a season where consumers are bombarded with choices, a well-executed social commerce strategy could be the differentiator that keeps your brand front and center. By thoughtfully integrating TikTok Shop and Meta Shop, you’re setting up your brand for a holiday season filled with engagement, growth and — most importantly — conversion. 

Ready to capture holiday shoppers? Start crafting your social commerce strategy now, and watch as TikTok and Meta Shop transform your brand’s holiday impact. If you need help planning and executing a strategic plan for social shops this holiday season, it's not too late to contact the growth marketing team at Cart.com