Just under two thirds (63 per cent) say that recommendations from friends or family on social media influence their holiday gift purchases the most, research from Crowdtap has found.
The research of 3,000 people found that more and more shoppers are turning to social media for inspiration: with 64 per cent saying the find inspiration from social media – up from 51 per cent in 2013.
Holiday gift discovery on social has also grown – from 65 per cent in 2013 to 76 per cent in 2014.
While social has grown, TV and magazines have both seen a tumble in their use as inspiration.
Fifty four per cent said they drew inspiration from TV in 2013, this has now fallen to 45 per cent, while only 26 per cent cited magazine as a source of inspiration in 2014.
Amazon reviews and blogger endorsements were seen as more influential than magazine articles when it came to influencing gift purchases, the Crowdtap research found.