In effort to help marketers and retailers prepare for their festive campaigns, Facebook has released research and insights from last year's season.
Research firm Ipsos, commissioned by Facebook, surveyed over 21 000 people about their online shopping habits during the December festive season.
The respondents came from 17 regions, including SA, and Australia, Argentina, Brazil, Canada, Germany, Spain, France, the UK, Hong Kong, Italy, Japan, South Korea, Mexico, Philippines, Thailand and the US.
The research found Millennials, aged between 19 and 35, turn to Facebook and Instagram for gifting guidance. An average of 20% of people surveyed use the platforms to seek advice about gifts from friends in their network.
It also shows people who buy gifts on mobile are more likely to use the platforms to research gift ideas first.
The second insight was that Black Friday is going global.
Traditionally, Black Friday is the day following Thanksgiving Day in the US (the fourth Thursday of November), and is regarded as the beginning of the Christmas shopping season. A lot of retailers open very early and offer large discounts on goods.
Ipsos says one in every four people surveyed globally said they shop online on the day. South Africans were the third most likely to take part, after Brazil and the US.
Other findings show 52% of the respondents buy holiday gifts for themselves and 54% said they leave their shopping until the last minute in December.
The research also reveals that during the last festive season, there was a 23% increase in posts, photos and videos shared on Facebook, compared to the year before.
SA vs the world
Results from the survey show how South Africans' online shopping habits differ from other regions.
* 59% of South Africans shop in December versus 63% worldwide.
* 36% of South Africans shop on Black Friday versus 26% worldwide.
* 51% of South Africans say Facebook is influential in holiday shopping versus 47% worldwide.
* 17% of South Africans say Instagram is influential in holiday shopping versus 26% worldwide.
* 22% of South Africans say they use Facebook to seek advice about gifting versus 20% worldwide.
* 26% of South Africans say they use Facebook for gift inspiration and shopping ideas versus 20% worldwide.
* 18% of South Africans say they use Facebook to research gift ideas versus 20% worldwide.
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