Social media is joining forces with economic concerns and customer service as key factors retailers will need to consider more carefully as they look to maximize consumer potential for the upcoming holiday shopping season.
Emplifi, an autonomous CX platform, surveyed a growing group of shoppers in the United States and the United Kingdom who use two or more social media platforms. Results indicated social media is a growing factor in holiday purchasing as its role in consumer engagement evolves. The company pointed out that social media has become as much a commerce and care channel as a marketing vehicle, with 62% of survey respondents having made a purchase directly within a social media app, up from 50% in 2025.
However, with greater use comes significant demands, and 86% of respondents said they expect operators on social media to respond within 24 hours of contact during the holiday peak season. Businesses that can combine personalized engagement with efficient customer care will be in a better position to build trust and drive conversions during the year’s most competitive retail period, Emplify asserted.
Meanwhile, 57% of respondents contacted a brand via its social media account for customer service, evidence that the channel now spans the full purchase journey from discovery to post-sale support. To do so, 60% used direct messaging, 46% used Messenger, 38% used comments, 31% used mentions, 29% used replies and 26% used tagged posts. Four in 10 consumers contacted social media operators about shipping and product defects, while 38% had support questions, 37% wanted information about returns, 34% had tracking concerns, 31% wanted information about promotions, and 30% had product questions.
From a broader perspective, Emplifi noted that consumers today are less confident about the economy and, as a result, are likely to be more demanding this holiday season. They more often discover products, ask questions, seek support and make purchases through multiple sources. Brands face rising pressure to deliver fast, connected experiences across marketing, commerce and customer service. The report findings point to a growing opportunity for companies to leverage AI and autonomous customer experience solutions to meet consumer expectations at scale.
Still, Emplifi saw promotions and deals as the top purchase prompter, cited by 55% of respondents, followed by gift inspiration (51%) and budget-planning content (48%). And early shopping continues to be a factor in the holidays, as 49% of respondents said they would begin thinking about holiday purchases before November, highlighting the importance of actions taken well before the traditional Black Friday and Cyber Monday launch period.
Free shipping will remain a critical factor in online purchase decisions, as 89% of respondents rated it important. In a newer consideration that’s becoming almost as important, 86% said they are more likely to purchase from companies that are responsive on social media, a significant increase from 58% in the company’s 2025 research. Emiplifi pointed out that the survey highlights how digital engagement and revenue outcomes are becoming increasingly inseparable.
“What stood out most in our research is that consumers increasingly view customer experience as part of the buying decision,” said Susan Ganeshan, CMO at Emplifi. “While shoppers are planning ahead and looking carefully at how they spend, they’re also rewarding brands that make them feel heard, supported, and confident in their choices. The fact that 86% of consumers say they’re more likely to purchase from brands that respond on social media shows that meaningful engagement can directly impact revenue. As consumers discover products, ask questions, and seek support across digital channels, brands that combine the speed and scale of AI with authentic, human-centered experiences will have a clear advantage this peak season.”
