Data: Can social media predict this year’s Christmas winners?

social media smartphone

With Christmas imminent and swathes of the UK’s most populous areas effectively back in lockdown, can social media engagement help predict who will still prevail in this coming festive period?

In a year when the coronavirus outbreak meant ecommerce penetration across all retail categories exploded, social media has also come into its own as a sales channel. 

Data from the Royal Mail’s annual Delivery Matters study in October found that 25% of shoppers purchase items after seeing posts or comments about them on social media, up from around 15% in 2019. 

The phenomenon is particularly prevalent among younger shoppers – 47% of those aged 18-34 have done so. It’s also more prevalent among women than men. 

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