Key stats: According to Commercetools, more than two-thirds (69%) of U.S. e-commerce decision makers plan to increase their investment in social media advertising this holiday season. A similar number (67%) say they will increase their investment in leveraging social media platforms overall.
Beyond the charts:
According to our forecasts, the U.S. retail industry is expected to spend $25.91 billion on social network advertising in 2024, an increase of 14.2% year over year. U.S. holiday retail e-commerce sales are expected to reach $266.89 billion this year, 52.7% of which will come from consumers using mobile devices to shop on apps, social media, and the web. Expected to occur on mobile devices.
Use this chart: Marketers and retailers can use this chart to prioritize ad spend across social platforms like Facebook, Instagram, TikTok, and other social media platforms for the holiday season. We can support discussions about the importance of strategy.
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Note: Data provided to EMarketer by Commercetools.
Methodology: Data is from the September 2024 Commercetools report titled “Unwrapping Success: Key Investments Driving Holiday Sales” in partnership with Savanta. An online survey of 515 U.S. e-commerce decision makers was conducted from July 30 to August 7, 2024. All respondents had decision-making authority regarding their e-commerce product and service strategies for the 2024 holiday season.
