Hi there,

Consumer trust in influencer content isn’t collapsing, but it isn’t closing deals. Only 12% of consumers say their most confident holiday purchase came from a creator or influencer, while over 41% point to a trusted friend or family member, according to a new EMARKETER and Reddit survey of 1,001 US adults.

Download our new report, “Holiday Shoppers Lean on Peers for Reassurance Before Checkout,” to see how consumers research, validate, and commit to holiday purchases, and what that means for how brands build genuine purchase confidence.

AVAILABLE NOW

Best,
Becky Schilling
Senior Director, Media Content and Strategy
EMARKETER

Created in partnership with Reddit.