Most Consumers Plan to Cut Holiday Spending as Social Media Becomes Primary Shopping Channel, Sprout Social Survey Finds

More than half of consumers plan to spend less this holiday season as economic pressures mount, while social media has risen to become a co-equal destination with physical stores for gift discovery, according to Sprout Social's Q3 2026 Pulse Survey released on September 16, 2026.

The survey, conducted online by research firm Glimpse on behalf of Sprout Social (NASDAQ: SPT) between August 11 and August 18, 2026, polled 2,286 social media users across the United States, United Kingdom and Australia.

Spending Caution Driven by Tariff and Price Concerns

According to the survey, 56% of consumers said they plan to reduce holiday spending because of broader economic conditions. Nearly 7 in 10 consumers — 69% — said they are concerned about tariff-related price increases, and 36% indicated they plan to start shopping earlier specifically to avoid those increases.

Social Media Ties Physical Stores for Gift Discovery

The research found that social media has caught up to physical retail as a discovery channel, tying as the leading destination for gift discovery among all consumers at 46%. Among Gen Z specifically, social media ranked as the clear top channel for product discovery at 54%. The survey also found that 57% of consumers are open to purchasing directly within social apps.

Utility Content Outperforms Targeted Ads

The survey data indicates consumers respond more to practical content than to advertising. Promo codes shared by a company or an influencer ranked as the top driver of holiday purchases, followed by posts showing a product in action, while targeted social ads ranked as the least effective driver among those measured.

Scott Morris, CMO at Sprout Social, said the findings point to a need for brands to prioritize useful content over volume. "Because of a tighter economic climate, every purchase carries more weight, making it critical for brands to refine their messaging to ensure it is thoughtful and grounded," Morris said. He added that brands should "encourage them to keep education and utility at the forefront of their content, while preparing care teams for fast responses."

Social Platforms Used for Customer Service

Consumers are also turning to social platforms to complete the post-purchase loop. The survey found that shoppers head to TikTok (50%), Facebook (46%) and Instagram (44%) for customer service, with direct messages cited as the preferred way to contact a brand by 55% of respondents. To address speed expectations, 70% of consumers said they are comfortable with brands using AI-powered tools to deliver faster responses.

Election-Related Social Findings

Beyond holiday shopping, the Q3 2026 Pulse Survey also captured data on social media's role ahead of the 2026 US midterm elections. Social media ranked as the primary news source for Millennials (38%) and Gen Z (33%). The survey found that 55% of all consumers said a social post has informed or changed their opinion, while 84% of voters expressed concern about encountering AI-generated deepfakes on social platforms during the election cycle.