From Craving to Cart – Driving Holiday Sales Through Social Commerce

Social media has become the new starting point for meal inspiration, with 72% of Gen Z turning to platforms like TikTok and Instagram for food ideas.¹ Among Gen Z meat and dairy shoppers, 53% say they discover recipes and products on TikTok.² During the holidays, that behavior accelerates as “see it, want it, buy it” moments happen in seconds.

For meat and dairy brands this shift is more than a trend. It is changing how consumers discover, crave and buy products. Social platforms are no longer just for awareness. They are where inspiration becomes action and where brands can influence purchase decisions in real time. Consumers can now purchase food items in the moment whether it be on TikTok Shop or adding to their Instacart cart. Engaging consumers in that moment is key to driving sales and building loyalty.

Why People Shop Where They Scroll

Showing up in the right social feeds at the right moment can turn inspiration into sales. Consumers are buying with their eyes, finding food products and recipes directly in their social media feeds and often making a purchase within minutes. More than 50% of meat shoppers look to websites, apps or social media for meat preparation advice,² and around 60% of dairy consumers say social campaigns influence their purchase decisions.³

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