Reddit announced its Holiday Hub to help marketers better plan their holiday campaigns with insights and resources related to its users.
Reddit has announced the launch of its first Reddit Holiday Hub, a one-stop microsite to aid marketers and advertisers with their holiday campaign planning, offering insights and resources on the behaviors of its platform’s 52 million daily active users.
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The microsite offers downloadable assets including holiday shopping and gifting insights, user trends, webinars, thought-starters from Reddit’s creative strategy agency, KarmaLab, and more.
The information provided in the Reddit Holiday Hub serves marketers across all verticals with useful information to base their holiday campaigns on, either on, or off, the Reddit platform. The Hub is designed to be an ongoing resource and will be updated regularly with new assets, user trends, and research in the lead-up to the holiday season.
The Reddit Holiday Hub also includes a downloadable guide with hints into the most popular gift categories, based on Reddit user activity leading up to this holiday season. This year, for example, the most popular holiday gift category was apparel, with 68% of users researching clothes and shoes, followed by electronics which saw 64% researching laptops, headphones, or tablets, while 56% researched home goods and decor, and 55% researched gaming products like consoles, games or related accessories.
Some interesting insights include the fact that 41% of users turn to Reddit to seek reviews on products or brands for a holiday gift, compared with the 33% who do so on Facebook and 28% on Instagram.
This data comes from a Reddit study run in partnership with Suzy, undertaken in April 2021, with the goal to understand how and why social media users come to Reddit during the holiday season. It found that 64% of users say that Reddit helps them evaluate which products and brands are best for their holiday gift purchases, leading to strong purchase decisions, as 85% reported making a purchase decision based on their Reddit holiday research.
Previously, in partnership with Verto Analytics, Reddit issued its 2020 Path to Purchase study, demonstrating the impact of the platform in the consumer purchase journey. The research highlighted that purchase journeys that touch on Reddit lead to a “more informed, confident consumer that makes a quicker higher-value purchase decision, and becomes a stronger advocate for the brand” compared to purchase journeys from other platforms.