Insights / July 2018

Holiday Habits: How Snapchatters Spend Their Time and Money

Here’s a look at where Snapchatters shopped and stopped during the holidays last year.

Few audiences love to shop more for the holidays, or start earlier, than Snapchatters. In 2017, we learned that they bought 20% more gifts than the average consumer who doesn’t use Snapchat.1 And on Black Friday, Snapchatters are 64% more likely to start holiday shopping than Non-Snapchatters.1 So, it comes as no surprise that last year, US Snapchatters made 850M shopping trips on Black Friday weekend.2

Of those trips, we found that teen Snapchatters were more likely to shop at apparel stores, and Snapchatters 21 years and older were more likely to frequent big box stores2  — potentially for bigger ticket items. Overall, Victoria’s Secret and Target saw the largest uptick in foot traffic volume, with Snapchatters being over 12 times more likely to visit on Black Friday.2

Fast forward to the week before Christmas and we see that Snapchatters are taking their shopping elsewhere. Snapchatters who left their holiday shopping to the last minute were seen visiting beauty, jewelry, discount, and printing stores. MAC’s makeup gift packs and Staples’ last minute shipping and gift card printing services were most sought after by Snapchatters. And the top three places Snapchatters stopped to grab a bite to eat were Starbucks, Dunkin’ Donuts, and Subway.3

When Snapchatters aren’t shopping during this time of year, they’re spending time at the movies. In 2017, more Snapchatters went to the movies on Black Friday and the Friday before Christmas than the same day one week before.4

Foot traffic trends also showed that a large number of Snapchatters ring in the new year at tourist attractions like Disneyland, Universal Orlando, and the Mall of America, potentially because these locations are close to large celebrations like fireworks and other New Year's parties.5

For advertisers, taking a look at where your audience was during last year’s big holiday moments can inspire new ways to reach them later this year. This holiday season, consider marketing or tying brand initiatives to foot traffic trends that this “sweet-spot” demographic is most likely to visit!

Download our Holiday Infographic here

Note: The data and methodology that drive the following insights are consistent with our philosophy: help show Snapchatters content they care about while protecting their privacy. Our Foot Traffic Insights only consists of aggregate user data. Privacy has always been a priority at Snapchat. To learn more, visit our Privacy Center.

— Ariana Battle from Team Snapchat

  1. 2017 Murphy Research study commissioned by Snap Inc.
  2. Snap Inc. Internal Location Data; Snapchatters 13+; November 24, 2017 to November 27, 2017
  3. Snap Inc. Internal Location Data; Snapchatters 13+; December 18, 2017 to December 22, 2017
  4. Snap Inc. Internal Location Data; Snapchatters 13+; November 17, 2017, November 24, 2017, December 15, 2017, December 22, 2017
  5. Snap Inc. Internal Location Data; Snapchatters 13+; December 31, 2017, January 1, 2018