Sprout Social Survey Finds Holiday Shoppers Cutting Back and Shifting the Journey to Social Media

New consumer research from Sprout Social (SPT) points to a more cautious, social-centric holiday shopping season this year. According to the findings, released this week, a majority of consumers say they intend to spend less on holiday purchases, a shift the company attributes in part to continued pressure from rising prices.

The survey also highlights a change in where shoppers conduct their research and purchases. Rather than discovering products through traditional advertising, consumers increasingly say they are tuning out ads and beginning their shopping journeys on social platforms earlier in the season, using those channels to find deals and savings. Notably, the data suggests shoppers are not just browsing on social — many now expect to complete the entire purchase journey there, from discovery to checkout.

For brands and social media managers, the findings underscore the growing importance of social platforms as a commerce channel rather than merely a marketing one. Sprout Social, which builds software for social media management and customer care, positioned the research as guidance for businesses preparing holiday campaigns, suggesting that promotional content alone may be less effective at reaching budget-conscious consumers.

The report arrives as companies across the social and e-commerce landscape prepare for a holiday season shaped by consumer frugality. Retailers and platforms have in recent years expanded in-app shopping features, and Sprout’s data suggests shopper behavior may be converging with that infrastructure — with social channels serving as the starting point for deal-hunting well before peak shopping dates.

Investors took little immediate notice of the announcement. Shares of Sprout Social traded at $11.36, down roughly 0.09% from the prior close of $11.37, valuing the company at approximately $688.3 million.

While the survey provides a snapshot of consumer sentiment heading into the season, its implications for actual holiday spending will depend on broader economic conditions and retailer discounting strategies in the weeks ahead.

What to watch

• Holiday-season earnings reports from social platforms and retailers, which will show whether social commerce activity translated into sales.
• Consumer spending data through the peak shopping period, including Black Friday and Cyber Monday results.
• Sprout Social’s upcoming quarterly results and any guidance commentary on customer demand from retail and e-commerce brands.

Source: original release