Why Snapchatters are your key audience this holiday season

Snapchat is a unique place during the holiday season. Not only do Snapchatters spend a lot of time communicating and sharing special moments with their friends and loved ones around the world, they also turn to Snapchat as their holiday gift guide to browse brands, create wishlists and buy the perfect gifts over and over again.

The Snapchat generation are avid givers and gift recipients throughout the holidays. They feel it’s the best time of the year and believe that giveaways are an essential part of the celebration, which is why their shopping isn’t limited to great shopping moments like Black Friday and Cyber Monday. Snapchatters start shopping in October1, and continue to shop throughout the holiday season, with the majority of their shopping happening on mobile.

Mobile shopping has become more than a trend, but a new reality. In fact, 67% of all ecommerce sales this year will come from mobile2. With consumers officially switching from desktop to mobile to shop, as a brand, you’ll want to connect with savvy mobile consumers this holiday season. Snapchatters are a first-generation mobile who buys 20% more online than other consumers3 and have incredible global purchasing power – $ 4.4 trillion and growing.4

As you plan your holiday marketing campaigns and digital advertising strategies, here’s why Snapchatters are the target audience that could help you grow your business this giveaway season.

For tips and best practices on how your business can reach Snapchatters and get real results this festive shopping season, download our Holiday advertising playbook on Snapchat.


1. 2021 Deloitte Holiday Research sponsored by Snap Inc. Base = Snapchatters (n = 740) Q: “When do you start thinking about holiday shopping? And when do you usually finish your holiday shopping? ”
2. eMarketer, “Retail MCommerce Sales Worldwide”, December 2020.
3. Calculated by comparing Deloitte 2021 vacation research commissioned by Snap Inc. Base = Snapchatters (N = 918), Non-Snapchatters (N = 252) Q: “Where did you buy / plan to buy [CATEGORY] products this holiday season? At eMarketer “Roundup: Path to Purchase Beyond the Retail Vertical.”
4. Global Cassandra Study 2021 Commissioned by Snap Inc. | Base: Those with monthly income N = 12,710 respondents. Cumulative total of the average by market. The purchasing power of the Snapchat generation was calculated as follows: We obtained the average monthly income of each respondent. The sum of all expenses related to rent or mortgage, debts, insurance, medical / healthcare expenses, pocket money given to others and utilities has been subtracted from this average monthly income. We then multiplied each respondent’s average monthly discretionary spending by 12 to get their average annual discretionary spending and averaged these results across each country in the Snapchat generation.

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