Consumers Prefer Brands That Promptly Engage on Social Media, Emplifi Research Reveals

Emplifi's Recent Findings on Consumer Preferences

In a compelling survey conducted by Emplifi, a prominent Autonomous Customer Experience (CX) platform, it was revealed that 86% of consumers are more likely to make purchases from brands that deliver quick responses on social media platforms. This is a significant increase from the previous year, indicating a major shift in consumer expectations relating to brand interaction.

The report, titled "Peak Season 2026: A Retail Marketer's Strategic Guide," was created in collaboration with Alchemer and surveyed over 1,600 consumers across the United States and the United Kingdom to capture the evolving landscape of online shopping behaviors as we approach the peak retail season. Insights from this study outline when consumers start their holiday shopping, what motivates their purchasing decisions, and how social media and customer experience (CX) influence their spending during the critical holiday sales period.

Key Findings in Consumer Holiday Shopping Behavior

According to the study, 49% of participants indicated that they begin contemplating their holiday shopping well before the month of November. This shift in timing challenges traditional retail marketing strategies, as it highlights the necessity of early engagement to capture consumer interest ahead of Black Friday and Cyber Monday promotions.

Further analysis from McKinsey indicates that American consumer sentiment has reached a low not seen in two years. An overwhelming 52% of consumers surveyed cited rising prices as their primary concern, influencing their decisions to seek out deals earlier in the retail calendar. As consumers become more apprehensive about increased holiday spending, the urgency to plan for deals in advance intensifies.

The Impact of Promotions and Customer Experience

While promotions and discounts remain the most compelling factors driving shopping behaviors, cited by 55% of respondents, other critical considerations include gift inspiration (51%) and budget-planning content (48%). These figures suggest that modern consumers are seeking guidance throughout their purchasing journey, valuing not just low prices but also the confidence inspired by brands that provide comprehensive support.

Moreover, the report underscores the significance of a positive digital customer experience in driving purchasing decisions. Free shipping has emerged as a vital factor, with 89% of consumers deeming it essential. Furthermore, the 86% of respondents exhibiting a preference for brands that actively engage on social media highlights the growing intersection between digital engagement practices and revenue generation. This connection emphasizes that a brand's responsiveness can directly enhance its market performance.

Social Media: A Profoundly Integrated Shopping Platform

The research reveals that a shift is underway in how consumers utilize social media during their shopping journeys. With over 62% of those surveyed reporting completed purchases directly through social media apps, this marks a significant increase from the previous year when only half of social media users engaged in this behavior. Additionally, 57% of respondents communicated with brands for customer support via social channels, showcasing these platforms as crucial touchpoints spanning the entirety of the consumer journey from discovery to post-purchase assistance.

Susan Ganeshan, CMO at Emplifi, notes, "Consumers now consider the overall customer experience as a part of their purchasing decision. Brands that listen, support, and build consumer confidence are rewarded with loyalty – as evidenced by the fact that 86% of consumers lean towards brands who respond on social media. This data reveals a clear correlation between meaningful engagement and revenue outcomes.

A Call for Swift, Integrated Brand Responses

As consumers increasingly discover and purchase products through social media, brands face escalating pressure to deliver swift, cohesive experiences across every aspect of marketing, commerce, and customer care. Emplifi's findings signal a growing opportunity for brands to deploy AI and autonomous CX systems address consumer expectations, particularly during the hectic peak shopping season. With an astounding 88% of consumers expecting brands to reply within 24 hours, those that combine personalized engagement with efficient service will emerge as victors in this year's competitive retail landscape.

To dive deeper into these insightful findings, download the full Emplifi report "Peak Season 2026: A Retail Marketer's Strategic Guide" for a comprehensive exploration of contemporary consumer behaviors and insights.