August 19, 2025
Trust in Creators Hits All-Time High This Holiday Season
The holiday shopping season is being redefined, and it’s all thanks to creators. According to LTK’s 2025 Holiday Shopper Study, creators aren’t just influencing wish lists; they’re shaping when, how, and why people shop. This year marks a turning point, with creators earning record levels of consumer trust. For Gen Z and Millennials, creators are the number one trusted source for holiday purchase decisions.
And it’s not just younger shoppers, as 70% of all consumers say they’ve bought something based on a creator’s recommendation. Trust in creators has skyrocketed by 21% compared to last year, proving that authentic voices are winning out over traditional advertising.
Holiday shopping is no longer only about giving to others, but also about giving to yourself. Almost all (90%) of consumers say they’ll be slipping something for themselves into their shopping carts while buying gifts for friends and family. That’s an all-time high, and it’s up from last year’s numbers. Self-gifting favourites include beauty and personal care items, which dominate across all age groups.
Millennials and Gen Z in particular are filling their lists with beauty products, while entertainment (like games, music, and books) and fashion are also high on the “treat yourself” list this year.
Shopping Starts Early
Forget waiting until Black Friday—shoppers are moving earlier than ever. Nearly half of consumers (43%) plan to kick off their holiday buying by September, which is a 13% jump from last year. For 2025, being able to get the product you want has overtaken price as the top deciding factor. With more than half of shoppers (53%) bracing for shortages, consumers are turning to creators not just for inspiration, but for real-time updates and in-stock alternatives. In fact, 61% say creators are their go-to guides for finding what’s still available.
Redefining Holiday Marketing
As we approach the busiest shopping season of the year, LTK’s study points to three creator-driven shifts shaping the retail experience:
- Creators Influence Every Step – From browsing online to walking into a store, three out of four consumers say they want to see creator content while actively shopping. Even more (84%) say they trust brands more when creators review products directly on the brand’s website.
- Beyond Social Media – Shoppers want to see creators everywhere, from Instagram and TikTok to streaming platforms and connected TV. Creator content isn’t just for the feed anymore—it’s prime time.
- The Power of Personalisation – Shoppers are repeatedly returning to creators who feel relatable to their own lives. In fact, 67% of LTK users stick with the same creators again and again because they see themselves in their style, values, lifestyle, or even location.
Creators have officially become the heartbeat of holiday shopping. From sparking early inspiration to helping consumers find what’s in stock, they’re influencing not just purchases, but the entire shopping journey.
