Here’s Where Snapchat Users Shop During The Holiday Season
'For advertisers, taking a look at where your audience was during last year’s big holiday moments can inspire new ways to reach them later this year,' Snap says in a statement.
Snapchat users in the U.S. made 850M shopping trips on Black Friday weekend in 2017 — and they purchased an estimated 20 percent more gifts during the holiday season than non-Snapchatters overall, meaning that retailers have a vested interest in understanding the shopping journey of this audience segment as they gear up for the crucial back-to-school and holiday shopping seasons.
Certainly, Snapchat users are a diverse group: While the platform is most commonly associated with Gen-Z, it’s likely older consumers — plenty of Millennial and even Gen-X adults send snaps — who comprise a larger part of the Snapchatter holiday spend. As such, it’s helpful to break down the patterns of these holiday shoppers a little further.
According to Snap’s 2017 data, teen Snapchatters were more likely to shop at apparel stores, and Snapchatters 21 years and older were more likely to frequent big box stores — potentially for bigger ticket items. Overall, Victoria’s Secret and Target saw the largest uptick in foot traffic volume, respectively, with Snapchatters being over 12 times more likely to visit on Black Friday.
“For advertisers, taking a look at where your audience was during last year’s big holiday moments can inspire new ways to reach them later this year,” Snap said in a blog post. “This holiday season, consider marketing or tying brand initiatives to foot traffic trends that this ‘sweet-spot’ demographic is most likely to visit.”
Snap’s struggles in the wake of the launch of Instagram Stories are well documented. But the company’s recent debut of Snap Kit — featuring an integration with Pandora, among other updates — may help to make it a more useful tool for marketers in several respects. Much remains to be seen, but it’s certainly true that Snap’s data is plentiful, and it can likely lend retailers some actionable foot traffic insights in the lead up to the holiday season this year.
More foot traffic data from Snap, below: