Sprout Social’s Q3 2026 Pulse Survey of 2,286 consumers across the US, UK and Australia hands marketers a clear brief for the holidays: stop obsessing over the start date, lead with value and treat social as the whole store.
Timing is a distraction
Half of shoppers now say holiday campaigns should begin in October, a shift from 2025, when August and September were preferred. Yet early ads don’t actually kill purchase intent: 40% say an August start makes no difference, and nearly half say they are somewhat or much more likely to buy from a brand that advertises that early.
In other words, timing is a preference, not a purchase driver. The real filter is whether the message is worth their attention.
Tariff anxiety is rewriting the calendar
Consumers are planning earlier and spending less. Here’s what the survey found:
- 69% are concerned about tariff-related price rises.
- 56% plan to cut holiday spending because of economic conditions.
- 36% will shop earlier to dodge possible future price hikes.
That tension means value wins. Promo codes are the top persuasion lever for 30% of shoppers, ahead of product demos at 28% and original, holiday-specific social content at 23%.
Social now owns the full funnel
Social has tied with physical stores for gift discovery: 46% use each. It is the clear first stop for Gen Z and Millennials, with at least half in those groups scrolling feeds to choose gifts. More than half are also open to buying directly inside social apps, from TikTok Shop to Instagram Checkout.
That changes the job of holiday creative. Brands need a journey, not just a feed post: a product shown in action, a clear code, a simple path to checkout and a fast reply when something breaks.
Customer care is a public conversion channel
Service volume is climbing: 86% will use social as much or more for customer support this season, with TikTok, Facebook and Instagram leading. DMs remain the top choice at 55%, but 31% are willing to ask in the comments, which makes every thread a public trust signal.
Speed expectations are brutal: 70% expect a response within a day, and 89% say response time matters after reaching out. AI can help triage, but 70% are at least somewhat comfortable with bots handling tasks if service improves, rising to 77% for Gen Z. The smart setup is AI for sorting, humans for replies.
What to do now
Sharpen the offer, not the start date. Build customer journeys that mix promo codes, demos and holiday-native creative. Staff comments and DMs with playbooks for the rush. Use AI behind the scenes, not as the face of your brand.
The brands that combine value, response speed and social-native content will close the season stronger.
Source: Sprout Social
