This year proved one thing: Shoppers no longer rely on Google to discover products. They search on social media, especially during the holiday season. Move over Google your Glory Days are OVER.

The 2024 holiday season changed the way consumers discover, evaluate, and choose gifts. In 2025, we’ve seen the biggest shift on social media. This shift confirms that social media marketing for retailers now plays a central role in how consumers discover and choose where to shop. Platforms like TikTok, Instagram Reels, and YouTube Shorts became the new 2025 search engines, replacing traditional browsing and even surpassing word-of-mouth in some demographics.

Shoppers didn’t just look online for ideas. They looked for voices they trusted, experiences that felt real, and moments that captured the joy of the season. Things are never going back to the way it was, so hang on tight and get ready to adjust.

Here’s what we learned and how retailers can use these insights to elevate their 2026 marketing strategy.

1. Social Media Became the First Stop for Holiday Gift Inspiration

Instead of typing “gift ideas for mom” into Google, shoppers opened TikTok, Open AI and Instagram to watch:

• Local “shop with me” videos
• Micro-influencer gift hauls
• Pet holiday content
• Kids picking out their favorite products
• Behind the scenes store prep
• “What’s in my stocking?” reveals
• Community-focused holiday features

Why? Because consumers trust real people more than traditional ads. They want to see products in action, in real environments, with genuine reactions.

Short-form video delivers that experience instantly.

2. Local Influencers Drove Buying Decisions

Local influencers and micro creators shaped buying decisions because their content feels authentic, relatable, personal and community driven.

When a creator from the same town shares a holiday shopping day video featuring your store, it hits differently. Followers recognize neighborhoods, values and causes. That familiarity builds trust and drives real foot traffic.

3. Behind-the-Scenes Videos Built Trust and Curiosity

Some of the most impactful content didn’t sell anything directly it simply showcased moments like:

• Employees decorating stores
• New product arrivals
• Staff preparing for events
• Volunteers organizing donation drives
• Nonprofits setting up at holiday pop-ups
• Gift baskets being assembled

Shoppers love seeing the “human side” of retail. It makes your brand feel warm and personal and that sense of connection leads to increased loyalty.

Retailers that consistently posted behind-the-scenes videos saw higher brand trust, stronger engagement, increased event attendance and more repeat visits. This momentum should continue into 2026.

4. Short-Form Video Drove In-Store Traffic

Retailers who embraced Reels, TikTok, and Shorts experiences significant gains in brand visibility, customer discovery, in-store visits, event attendance, website clicks, and holiday sales.

Today’s algorithm now favors authenticity over perfection.
This levels the playing field, which means every retailer, even without a huge budget, can compete for attention.

The key is consistency. Posting just 3–5 short videos per week can significantly increase local reach

5. The New Path to Purchase Starts With a Video

The modern purchase journey now looks like this:

Retailers who leaned into short-form video early benefited the most, especially those highlighting local products, gift guides, community involvement, seasonal events, real customer experiences, kids, pets, and local events. These stories consistently perform at the highest level.

Final Takeaway

Social media isn’t just part of a marketing strategy. It IS the strategy.

2025 confirmed that social media is no longer just a promotional tool it’s the primary driver of discovery, engagement, and purchasing behavior. Retailers who embrace this shift will not only succeed during the holidays, but year-round.

And the best part? This is a trend that success no longer depends on massive budgets, it depends on authenticity, consistency and community connection. 

If you show up consistently and creatively, your customers will show up too.

Turn Social Media Into Real Sales

At Creative Marketing Arts, we help retailers turn authentic storytelling, short-form video and community driven content into measurable growth. From content strategy and influencer partnerships to video production and paid social, we build marketing programs designed for how consumers actually shop today.

If your social media presence isn’t driving foot traffic, engagement or conversions, it may be time for a new approach. Let’s create a strategy that keeps your brand visible, relevant, and connected well beyond the holiday season.

Contact CMA to start building a smarter, more human marketing strategy for 2026 and beyond.

Kim Kelley is the founder of Creative Marketing Arts, a California-based marketing agency specializing in digital strategy, experiential events, and community-driven campaigns. With over 30 years in the shopping center industry, Kim blends creative ideas with data-driven marketing to deliver innovative solutions for REIT advertising and brand engagement. With an eye for detail and a passion for results, she helps clients discover Out of the Box strategies that connect with audiences and build loyalty.

CMA partners with local and national brands to create meaningful connections that inspire action. The full service marketing agency proudly supports community causes, including the Homeless Assistance Resource Team (HART) and the Sacramento SPCA, by donating a portion of proceeds from every event to help families and animals in need.