Why Gen Z Trusts Influencers More Than Friends for Holiday Shopping, But Needs Convincing

In a world where a single “like” can influence your next big purchase, Gen Z is at the forefront of this trend. A new study from Mavely reveals just how much sway influencers hold over holiday shopping decisions—and why it’s not always a sure-fire sale.

The research, conducted by the Everyday Influencer Platform®, surveyed over 1,000 U.S. consumers to get a glimpse into how different generations are making their holiday gift choices this year. Spoiler alert: Gen Z and Millennials are big on taking their shopping cues from influencers, but they also need a lot of touchpoints before they’re sold on an item.

Influencers Hold Major Sway – But Patience is Key

According to the survey, more than half of Gen Z (52%) has purchased a gift based on an influencer’s recommendation in the past year. Millennials aren’t far behind at 36%. But, here’s the catch—getting Gen Z to actually click “buy” takes more than just one mention. A whopping 23% of Gen Z consumers admitted they need to see a product pushed by a creator four or five times before even thinking about purchasing.

That’s a lot of scrolling.

“Gen Z is the most connected generation, but they’re also the toughest crowd,” said Evan Wray, CEO of Mavely. “They’ll turn to influencers for inspiration, but they need to see it multiple times to actually believe it’s worth buying.”

The Influence of Micro-Influencers is on the Rise

While trust in influencers is high, it’s not always the big names that get Gen Z’s attention. A surprising 58% of Gen Z consumers said they are more likely to trust local or micro-influencers for gift ideas. These smaller-scale content creators, who often feel more relatable, are becoming the go-to sources for honest recommendations.

As for older generations? They’re sticking with the tried and true. Friends and family still top the list of trusted sources, with 58% of overall consumers leaning on their inner circles before making a purchase.

Holiday Shopping Habits: Online vs. In-Person

The study took a deep dive into where consumers plan to do most of their holiday shopping this year. Over half (54%) of those surveyed said they intend to split their shopping between online and in-person channels. However, the numbers reveal stark generational differences in where holiday budgets will be spent. Surprisingly, older generations like Baby Boomers and the Silent Generation are more likely to stick to online shopping exclusively, breaking away from the assumption that younger generations are the ones glued to e-commerce.

• Silent Generation: 30% online, 23% in-person
• Baby Boomers: 22% online, 20% in-person
• Gen X: 20% online, 24% in-person
• Millennials: 16% online, 20% in-person
• Gen Z: 15% online, 18% in-person

While these older shoppers are shifting to online purchases, Gen Z and Millennials are keeping a balance between both online and in-person experiences. Younger generations, despite being digital natives, still value physical stores during the holiday season. But when it comes to how they’re deciding what to buy, that’s where online creators and influencers take the spotlight.

Gen Z: The Most Influenced, but The Hardest to Sell

For Gen Z shoppers, influencers are more than just a source of entertainment; they’re the go-to for gift inspiration. Mavely’s study shows that more than half (56%) of all consumers say they’ve bought gifts based on an influencer’s recommendation, but this number is even higher for Gen Z and Millennials. Gen Z alone sees 52% turning to online influencers for holiday purchase ideas. And for Millennials? It’s a solid 36%.

One of the most telling stats from the survey: 47% of Gen Z said they’ve used a gift guide—often curated by influencers—to make their holiday shopping decisions. Influencer culture is a key factor in what ends up under the tree, and local or micro-influencers are especially important for younger shoppers. A significant 58% of Gen Z said they are more likely to trust these smaller, more relatable influencers over major celebrities.

But here’s the kicker: Gen Z might be the most swayed by influencers, but they also need more convincing before they make a purchase. 23% of Gen Z admitted they would need to see a product promoted four or five times before committing to buy. This patience, or skepticism, sets them apart from other generations. While influencers hold sway, getting Gen Z to the checkout page still requires persistence and authenticity.

A Trust Built on Familiarity

The trust Gen Z places in influencers isn’t limited to their large followings or polished Instagram profiles. They gravitate towards influencers who feel like everyday people, offering recommendations from the same lens as a trusted friend. In fact, 34% of overall consumers said they’re likely to trust gift recommendations from local or micro-influencers, and for Gen Z, that figure skyrockets to 58%.

This shows a growing trend where traditional forms of advertising are being replaced by influencers who feel like peers. With the rise of platforms like TikTok and Instagram, influencer marketing continues to be a leading way for brands to connect with Gen Z, especially during the high-stakes holiday shopping season.

Friends, Family, and Reviews Still Matter

While influencers hold a lot of weight, the study also highlights that consumers—across all generations—still look to familiar sources when making purchasing decisions. 58% of respondents said they trust recommendations from friends and family the most, while 46% said they rely on product review sections on retailers’ websites.

For those making holiday gift purchases, it’s customer reviews (39%) and word-of-mouth recommendations (37%) that often seal the deal. Flash sales and promotions also have their place, with 28% of consumers saying limited-time deals are what motivate them to finally buy.

As holiday shopping kicks into high gear, Mavely’s study offers valuable insights for brands trying to break through the noise. Influencers may be the new shopping guides, but tapping into Gen Z’s trust and patience takes more than just a one-time post—it’s a slow burn.