Social Media Shapes Black Friday Shopping Plans, Survey Finds

Social media is set to play a major role in holiday shopping, according to Sprout Social’s Q3 2026 Pulse Survey. The findings suggest marketers preparing for Black Friday should account for both shoppers’ interest in deals and their concerns about rising costs.

In the survey, 78% of respondents said they planned to use social media at least as much as they did last year to help find and buy gifts. Social media and physical stores were tied as leading options for gift discovery, each selected by 46% of customers. Sprout Social’s guidance encourages brands to begin planning before November, when customers are already seeking ideas online.

The Black Friday shopping period now extends beyond a single day to include Small Business Saturday and Cyber Monday. Sprout Social links that broader event to the growth of online shopping and social commerce. For marketers, the extended period creates a need to consider how social content can support customers across several shopping occasions rather than focus exclusively on Black Friday itself.

Price concerns are also shaping respondents’ plans. In the Q3 survey, 69% said they were worried about price increases related to tariffs. Meanwhile, 36% planned to start shopping earlier specifically to avoid tariff-related increases, and 56% intended to cut their overall holiday spending because of economic conditions. These responses point to the importance of addressing value when planning seasonal campaigns.

Service and content quality may also influence purchases. Nearly a quarter of respondents, 23%, said a company’s social media customer service makes them more likely to buy during the holiday season. A similar share said the originality of holiday-specific social content affects their likelihood of purchasing. Sprout Social also identifies influencer collaborations as one approach, suggesting that brands work with creators on content tailored to particular demographics.

What this means for marketers

Start seasonal planning early and consider how posts can help shoppers research offers before the main sales period. Alongside promotional content, review how customers receive service through social channels and whether holiday posts offer something distinctive. Brands considering influencer partnerships can assess whether the proposed content fits the demographic they want to reach, while keeping shoppers’ price concerns in view.