From discovery to purchase: How creators shape Gen Z's festive shopping

Gen Z is increasingly turning to social media creators before making shopping choices, a pattern that's expected to give content commerce a boost this festive season, according to industry executives and direct-to-consumer (D2C) brand founders.About 34% of Gen Z turn to social platforms for inspiration and ideas, and 28% use them to coordinate plans or gifting, per a study conducted by social media app Snapchat and market research firm GWI.The