Social media has officially transitioned from a simple marketing megaphone into a comprehensive engine for commerce and customer care. According to new research from Emplifi, an autonomous customer experience (CX) platform, the role of social channels in the holiday shopping season has deepened significantly. The survey, which polled shoppers across the United States and the United Kingdom who engage with multiple social platforms, revealed that 62% of respondents have now purchased products directly within a social media app—a notable surge from 50% in 2025. This shift underscores a broader trend where the discovery of products and the final point of purchase are occurring within the same digital ecosystem.
As social media becomes the primary venue for the entire consumer journey, the burden on brands to provide high-quality support has intensified. The data indicates that 57% of consumers now reach out to brands via social media for customer service, utilizing a variety of methods ranging from direct messaging (60%) to comments (38%) and mentions (31%). These interactions are substantive rather than superficial, as 40% of users are seeking assistance with critical issues like shipping and product defects, while others inquire about returns, tracking, and product specifications. This evolution forces companies to treat their social media inboxes with the same urgency as traditional customer support portals.
The pressure on brands is compounded by a heightened sense of consumer urgency. With 86% of shoppers now expecting a response from a brand within 24 hours during the holiday peak, businesses are facing a narrower window for error. Emplifi’s research suggests this is driven in part by a less certain economic climate, which has made consumers more discerning and demanding. Consequently, shoppers are placing a higher premium on reliability; 86% of consumers stated they are now more likely to purchase from companies that demonstrate social media responsiveness, a dramatic jump from the 58% recorded in the company’s previous research.
To remain competitive, brands must navigate a complex landscape of consumer preferences that exist well beyond the traditional Black Friday and Cyber Monday window. While 49% of shoppers report they begin contemplating their holiday purchases before November, their motivations for buying are shifting toward value-driven content. Promotions and deals remain the top influencer for 55% of shoppers, followed closely by gift inspiration (51%) and budget-planning content (48%). Furthermore, while free shipping continues to be a non-negotiable expectation for 89% of shoppers, “responsive service” is rapidly becoming an equally critical influence on the final purchase decision.
Because the traditional boundaries between marketing, commerce, and service have blurred, businesses are finding that traditional manual support methods are no longer sufficient to meet these heavy expectations. Emplifi argues that the only way for brands to scale effectively while providing the speed that customers demand is through the adoption of artificial intelligence and autonomous customer experience solutions. By leveraging AI, companies can handle high-volume inquiries regarding shipping, returns, and product availability instantly, ensuring that human representatives can focus on more complex, value-added interactions that build long-term brand loyalty.
Ultimately, the Emplifi study serves as a wake-up call for retailers: customer experience has become an inseparable component of the revenue cycle. As CMO Susan Ganeshan noted, modern consumers are actively rewarding brands that make them feel heard, supported, and confident. By integrating AI-driven speed with authentic, human-centered engagement, brands can convert social media interactions from simple inquiries into bottom-line growth. In an era where digital engagement and revenue outcomes are inextricably linked, the ability to provide a seamless, responsive, and personalized experience has become the ultimate competitive advantage for the upcoming holiday season.