Only 12% Say Last Confident Holiday Purchase Originated from an Influencer

Some 51% of consumers trust influencers as much as or more than they did a year ago, but only 12% said their last confident holiday purchase originated from a creator or influencer, according to a new EMarketer/Reddit survey. 

Relatable, candid input carries more weight than polished endorsements, the survey finds. A trusted friend’s or family member’s recommendation (41.9%) and an honest discussion of the product’s downsides alongside its strengths (26%) made consumers feel confident in the last purchase they made during the holiday period, ranking above an expert review or publication (18.7%) and a creator or influencer endorsement (12.6%), according to the survey. With no shortage of opinions, consumers prioritize the people they can most relate to.

Interestingly, the study finds that influencers drive awareness, but consumers often look for additional perspectives before buying. Vague endorsements aren’t enough. Consumers seek niche takes from others with parallel experiences and value conversations that contain mixed reviews.

AI-assisted shopping is picking up in popularity, but it isn’t completely collapsing the shopping journey. Consumers want to validate these recommendations elsewhere.