Holiday Content on Social Fuels Notable Growth for Retailers

The holidays aren’t just a huge revenue generation machine, they also represent a key growth opportunity for retailers’ social media footprint. Ahead of Black Friday, CreatorIQ has released insights around holiday content performance over the last few years. Overall, growth for top U.S. retailers’ holiday content was more than 2X more potent than growth for top retailers’ content at large. And among the top retailers, Amazon, Sephora and Walmart in particular have seen notable improvements with holiday content. 

From 2020 to 2023: 

• Holiday-related social media content resulted in an average 261% increase in Earned Media Value (EMV), while impressions grew 322% on average and engagements rose by 160%. 
• Amazon has enjoyed a 400% increase in EMV, 334% more impressions and 158% more engagements with holiday content. 
• Sephora holiday content has led to a 243% EMV increase, 558% more impressions and 464% growth in engagements. 
• Walmart has seen EMV growth of 259%, plus a 380% impressions increase and 149% engagement increase.