IRVING, TX – Epsilon Pulse, the research arm of Texas-based Epsilon Data Management is convinced that younger consumers “are eager to spend” this holiday season. “To maximize your ad spend during this critical shopping window, target Gen Z and millennials,” write researchers in Epsilon’s 2025 Holiday Shopping Insights Report. “Make sure you’re reaching them with a consistent marketing message across channels.”
The 20-page report concludes that Facebook is the top social platform for holiday inspiration for everyone—except Gen Z. Instead, TikTok, Instagram, Pinterest, and YouTube are each likely to be used by more than 50% of Gen Z.
For Gen Z, Epsilon calculated the likeliness of usage for holiday shopping inspiration:
- YouTube – 52%
- Pinterest – 54%
- Facebook – 36%
- Instagram – 58%
- TikTok – 63%
For millennials, the likeliness of usage for holiday shopping was:
- YouTube – 45%
- Pinterest – 39%
- Facebook – 49%
- Instagram – 44%
- TikTok – 36%
“Consumers tend to do the bulk of their holiday shopping in the last week of November or the first two weeks of December, with Gen Z targeting the last week of November around Thanksgiving/Black Friday for shopping,” wrote researchers in Key Findings. “For brands, promotional timing matters. Ensure your marketing campaigns and ad spend are aligned to the weeks before the peak shopping window to make the biggest splash.”