The Psychology of Social Shopping:
9 Brand Strategies for the Holiday Rush
By
Adam Ortman,
president and founder of Kinetic319
Ah, social shopping. The thrill of window shopping meets the convenience of online clicks—a dopamine rush delivered to you right on your couch while you’re curled up watching Elf and sipping a cup of hot cocoa. “Bye, Buddy…I hope you find your dad!” Classic.
Instead of jostling elbows with other harried shoppers on Black Friday, customers now have algorithms offering deals that pair perfectly with their browsing habits.
Social shopping taps into our innate desire for social proof and to enjoy a sense of community. People love to share what they’re buying, seek recommendations, and feel as though they’re part of a tribe.
The challenge for marketers is to leverage this behavior to increase sales and create brand loyalty. With holiday shopping right around the corner, there’s no better time to jump on this growing trend.
But social shopping is not just the fad of the moment; it’s a lasting phenomenon—one brands need to tap into as the holiday season approaches. Here are nine strategies to get started.
The Psychology Behind Social Shopping
When was the last time you bought something purely because you saw someone else rave about it online?
Social shopping isn’t just a transaction—it’s an emotional connection. It’s about feeling part of something bigger, seeing what others are doing, and getting that satisfying hit of dopamine when you snag a great deal.
The psychology? It’s simple. Humans are social creatures. We crave validation, and nothing screams “you’re doing it right” like a product recommendation from a trusted source. The fear of missing out (FOMO) is also a compelling motivator, especially when friends and influencers are seemingly beating you to the best deals and showing them off.
Understanding these psychological triggers can help brands create campaigns that resonate deeply with their audience. The trick lies in balancing marketing magic technology, subtle persuasion, and genuine engagement to make customers feel valued rather than targeted.
1. Leverage Haste Tactics in Social Shopping
One of the most effective ways to go about a social shopping campaign is to leverage haste tactics.
“Act fast!” “Limited stock!” “Offer ends soon!” You’ve seen these phrases plastered across promotions, and for good reason—they work. Haste tactics tap into that FOMO I mentioned earlier, nudging consumers to purchase before it’s too late. But it’s more than flashy copy—it’s about crafting a sense of urgency that feels genuinely authentic.
When you’re implementing haste tactics, lean into personalized messaging. Perhaps you have data showing a customer’s interest in a particular product. Use that insight to inform them about a sale or an offer specifically related to that item. It’s a gentle push but one that speaks directly to their interests.
This strategy can be a game-changer for brands, especially during the holidays. People are already in a buying mood, so a timely nudge might be all they need to click “Buy Now.” Yet, always go the extra mile to make sure your urgency doesn’t come off as pressure. The key is to be helpful, not pushy.
2. Segment Your Audience
Imagine walking into a store where every single customer gets the same generic pitch—the same script, repeated again and again, no matter who the person is or what they might be interested in.
Not very effective, right? The same applies online. Segmenting your audience means tailoring your approach to different groups based on their preferences and behaviors.
Let’s say you run a website that sells everything from shoes to gadgets. If someone has been eyeing those stylish sneakers, don’t bombard them with ads for kitchen appliances.
Segmentation shows customers that you understand their needs and interests, building trust and encouraging repeat purchases. With the excess of data available today, there’s no excuse not to fine-tune your marketing efforts.
3. Keep It Light and Fun
Social platforms aren’t where you’ll want to share the science and stats behind your products. They’re where people go to relax, socialize, and be entertained. Your marketing efforts should reflect that. A dry, sales-heavy approach won’t cut it. Instead, think of creative, engaging ways to showcase your products.
Consider running fun challenges, interactive polls, or even short, humorous videos that feature your products in action. You want customers to not only buy but also enjoy the experience and share it with others.
During the holiday season, you can also leverage festive themes and sprinkle some seasonal magic into your campaigns. Whether it’s a holiday-themed quiz or a countdown to the big day, make sure you’re entertaining while still aligning with your brand message.
4. Know Your Social Platforms
Part of keeping things light and fun is having a deep understanding of your different audiences and how they interact with various social platforms. Each platform has its own vibe.
Instagram might be perfect for visually stunning product showcases, while LinkedIn could work for more formal content.
For example, if your brand targets a younger demographic, platforms like TikTok can be goldmines for engagement. However, a well-crafted LinkedIn post may yield better results if you’re aiming for professionals. Aligning your marketing strategy with the ethos of each platform ensures your message resonates and reaches the right people at exactly the right times.
Understanding the nuances of each platform also allows you to use its unique features to your advantage, whether that’s Instagram reels or Facebook Live events. Tailor your content for maximum impact and watch your engagement soar.
5. Take Advantage of In-Market Surveying
Ever wished you could peek into your customers’ minds? In-market surveying is the next best thing. These surveys help you gather real-time feedback from your target audience, allowing you to refine your offerings and marketing strategies.
Setting up an in-market survey can be as simple as asking a few questions about their preferences and shopping habits.
This can guide product development, marketing campaigns, and overall business strategy. Plus, it shows customers that you value their input, fostering a sense of community (more on this in the next section!).
6. Create a Sense of Community
People love feeling like they belong. Customers who feel part of a community are more likely to interact with your brand and make repeat purchases.
During the holiday season, tribalism can be even more powerful. Consider hosting online events, creating exclusive groups, or even featuring user-generated content on your social platforms. When people see your brand as more than just a product seller, they’re more likely to stay.
7. Offer Exclusive Deals for Subscribers
Everyone loves a good deal, especially when it feels exclusive. Offering special discounts or early access to sales for your subscribers can incentivize sign-ups and nurture loyalty.
Make sure these offers are genuinely enticing and clearly communicated. Exclusivity makes customers feel special and valued, whether it’s a limited-time discount or a sneak peek at a new product line.
Incorporating these offers into your holiday campaign can give you a competitive edge. With everyone vying for attention, a little exclusivity can go a long way in capturing customer interest.
8. Leverage User-Generated Content
User-generated content (UGC) is like a golden ticket for brands, but during the holidays, UGC can add an even more personal touch to your marketing efforts.
Showcasing happy customers enjoying your products during festive times creates a powerful emotional connection, so run campaigns that prompt users to share their experiences or participate in challenges.
Highlight their contributions across your platforms, giving them each their moment in the spotlight.
9. Collaborate with Influencers
While I have noticed this trend waning in the second half of this year, influencers are still a staple in modern marketing. They’re particularly effective during the holiday season when consumers actively seek gift ideas and recommendations. A strategic partnership can put your brand front and center during this key shopping period.
Choose influencers whose values align with your brand. Whether that’s a fashionista promoting your latest apparel line or a tech guru highlighting your gadgets, the right influencer can make a significant impact.
To help you make the biggest impact possible, explore and establish these partnerships as soon as you can. By starting early, you’ll give influencers time to understand your brand, create authentic content, and engage their audience. Don’t wait until the holiday rush has started, the sooner, the better.
Make it a Holiday Season to Remember
As you prepare for another bustling holiday season, embrace that customers’ buying habits are evolving. To thrive, brands must dive deeper into the customer journey and cultivate experiences, connections, and communities.
By tapping into the psychology of social shopping, you’ll create sales and memorable interactions that resonate long after the season ends.
The holiday spirit is alive and well—let’s make sure it shines merry and bright with every click, share, and purchase.
Adam Ortman is the president and founder of Kinetic319, a leading marketing and advertising agency headquartered in Denver, Colo. The agency offers full-funnel marketing campaigns, fusing cutting-edge practices and consumer psychology to help businesses transcend mediums and resonate with global audiences.
