Emplifi Data Shows Social Media Responsiveness Drives Holiday Purchases
Event summary
- Emplifi's survey of 1,600 U.S. and UK consumers found 86% more likely to purchase from brands responsive on social media, up from 58% in 2025.
- 49% of respondents begin holiday shopping research before November, with price sensitivity at two-year highs per McKinsey data.
- 62% of consumers now make purchases directly within social media apps, while 57% use social channels for customer service.
The big picture
The data underscores how social media has evolved from marketing tool to critical commerce infrastructure, with responsiveness metrics now directly tied to conversion. This shift comes as consumer sentiment hits two-year lows and shoppers begin research earlier than ever, creating operational challenges for brands unprepared to scale digital customer care. Emplifi positions this as validation for its Autonomous CX platform, which combines AI with human-centered engagement at scale.
What we're watching
- Execution Pressure
- How brands will operationalize 24-hour response expectations during peak season using AI automation.
- Channel Convergence
- The pace at which social media becomes the primary end-to-end commerce and care channel.
- Competitive Differentiation
- Whether human-centered digital engagement can create sustainable revenue advantages in price-sensitive markets.