Retailers are encouraged to begin holiday marketing earlier, as social media increasingly influences how shoppers discover and choose gifts.

This advice comes from Meta, the parent company of social media platforms Facebook and Instagram. Meta has published its 2026 holiday guidance report, which found that 86 per cent of holiday shoppers use social media for inspiration, and 58 per cent of Gen Z find gifts through Reels, Stories and Feed.

Recommended formats for jewellers include vertical reels featuring jewellery in motion, carousels organised by price, close-up photos that highlight details and craftsmanship, and customer testimonials or unboxing videos.

The research also found 82 per cent of shoppers need to trust a brand before purchasing, while 79 per cent expect a seamless buying experience.

“Meta has an obvious commercial interest in releasing this information early — the longer businesses advertise, the more money the company stands to make,” writes Brittany Siminitz for JCK Online.

“Its recommendations should therefore be treated as guidance, not proof that increased spending will automatically produce results.

“Still, Meta makes several meaningful points. Retailers should consider the holiday season not as a single Black Friday–style event, but as a marathon of evolving messages — using early content to inspire and educate, simplifying the eventual purchase, and adapting their approach as shoppers move from browsing to buying and, after Christmas, to shopping for themselves.”

Meta also recommends tracking sales that may follow an ad but happen through other channels, such as search, phone or in-store.

Separate Ipsos research found that 64 per cent of consumers who discover products on Instagram are likely to purchase them.