Why Festive Shopping Starts and Ends on YouTube

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By Rod Paolucci, Global Head of Marketing, Channel Factory

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Festive shopping doesn’t start with a purchase. It starts with discovery. And more often than not, that discovery happens on YouTube.

Across the world, people are discovering, comparing, and buying on one platform that connects inspiration with action. From creators’ recommendations to how-to videos and Shorts that spark new ideas, YouTube has become the heartbeat of holiday shopping journeys. 

Our global study of over 13,000 consumers shows just how central it is: 46% of shoppers have bought a product they discovered on YouTube, spending an average of $258 per purchase, with most converting within two weeks.

For marketers, this reinforces YouTube’s role as the bridge between discovery and decision. It’s the place where inspiration turns into measurable impact.

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YouTube is where festive inspiration begins

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Our research found that YouTube is the most trusted digital source for product recommendations, second only to word-of-mouth (34%) at 33%... However, while creators build trust, it's ads that most effectively drive conversions. One in three shoppers (27%) purchase after seeing a YouTube ad, versus one in five (19%) from creator content.

This is where brand storytelling and real influence meet. Creators act as modern-day advisors, shaping what people buy and why.

For advertisers, that means creator content is not a nice-to-have - it is a performance driver that needs to sit at the center of the media plan.

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The path to purchase is getting faster

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Holiday shopping moves quickly, and YouTube accelerates every stage of it.

Our study revealed that the majority of conversions happen rapidly: 5% of consumers purchase immediately, 17% within a week, and another 11% within two weeks of discovery. Short-form content is a key catalyst, with YouTube Shorts (23%) being the single most influential content type for purchase decisions.

For marketers, this proves that YouTube is a place where both brand and performance come together in real time.

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Trust is the currency that converts 

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Our data showed that YouTube ranks as the most trusted digital platform for product recommendations, second only to word of mouth. One in three shoppers say they view YouTube as their most reliable source of product information.

Our data shows that YouTube’s credibility comes from relevance and quality, with 19% of users drawn to its consistent entertainment value.

Contextual precision ensures messages reach audiences in environments that reflect their values and mindset. This alignment is what Channel Factory helps brands achieve every day.

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How marketers can win this holiday season and beyond

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Even with festive campaigns already live, there is still room to optimize performance and to apply fresh learnings as planning for 2026 begins. Three actions stand out.

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1. Plan for creators and context. Treat creator content as a core part of your media mix and ensure your ads appear in suitable, brand-aligned environments.
2. Capture Attention with Shorts, Convert with Long-Form. Shorts drive discovery while longer videos build purchase confidence. Connecting the two creates a natural flow from awareness to action.
3. Focus on trust and timing. Combine contextual intelligence with agile creative planning so your brand appears where attention and intent are highest.

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The Bottom Line

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Festive shopping starts and ends on YouTube. It is where ideas are born, decisions are made, and loyalty is built.

As you refine your final pushes for this season and look ahead to the next, explore the insights in ‘The YouTube Effect: Holiday Edition,’ to understand exactly how consumers are discovering, deciding, and buying across the platform.

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Download the full report here to uncover the findings and see how Channel Factory can help turn discovery into measurable performance this season and beyond.

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