Holiday Insights: Tweets drive the Holiday cheer (and buys)

The holiday season is well and truly here. As holiday-related conversations grow on Thai Twitter, Twitter's most recent Holiday Season research reveals that even though 60% of Thais are still wary about in-person gatherings, they are excited to celebrate the holidays with 70% planning to buy holiday gifts and 42% planning to make purchases online.

For many, the holidays mean gift giving, personal treats, home decoration and other activities that contribute not just to purchases but also in keeping the holiday cheer alive despite challenging times. In fact, there were over 8 million holiday-related conversations on Twitter across Southeast Asia in 2020, and it's the myriad of topics from customer reviews, questions on best buys, and other Tweets that show why Twitter is the go-to place for people and brands to know and join #WhatsHappening around the holidays.

“The Holiday Season remains popular as seen by how vibrant the conversations are on Twitter throughout the region. In Thailand, we see holiday conversations on Twitter continuing to grow and are taking place over a longer period of time. These conversations are connecting families and friends, and Thais are finding holiday gift ideas on Twitter. With 57% of Thais being influenced by recommendations and reviews on Twitter, the holiday season is an opportune time for brands to engage with their audiences,” said Martyn U’ren, Research Director, Asia Pacific & Global Export at Twitter.

Before the last month of the year unfolds, Twitter delves into the holiday shopping trends that prevail in Thailand.

Celebration starts early

The spirit of the holidays never wavers on Twitter and it continues to get bigger and better. In 2020, Thailand saw 2.1M holiday-related conversations with the holiday buzz beginning around October, 2 months earlier than the actual holiday season.

During that period, brands release festive edition products and stores put up holiday decorations which kick-off the festive cheer and holiday conversations. These conversations then grow in volume as shopping malls ramp up activities such as celebrity Christmas light-ups and live shows.

Brainstorming on holiday gift ideas

With the holiday season underway, Twitter’s research found that 35% of Thais struggle to find the perfect gift. The unique trend among Thais on Twitter to join forces and discuss all about holiday shopping, sees 57% using recommendations and reviews on Twitter to drive their purchase decisions.

Apart from the ever-bustling Twitter community, 47% of Thais on Twitter also get their inspiration from the interests/topics they follow, while 46% get their ideas from trending topics and hashtags. These conversations on Twitter convert into sales. On average, a 10% rise in conversation driven by brands lead to a 3% increase in sales.

Twitter is where the holiday celebration is

The majority of holiday-related conversations in Thailand revolve around Greetings (61%) as people extend their well-wishes to family and peers. This is followed by Entertainment (20%) and Shopping (10%) as e-commerce websites fuse both to give a thrilling consumer experience during the season.

The Twitter community is highly receptive to new products so it's no surprise that Twitter is where fellow shoppers and brands can see the latest trends on holiday retail straight from the shoppers themselves. Twitter’s Holiday Season research found that in Thailand, 51% of shoppers would like to see brand deals while 32% are looking for gift suggestions from brands. Also, 31% of Thais on Twitter expect to see more heartwarming content from brands this holiday season.

Gifting options vary from food & beverage, personal care products, fashion and accessories to tech products -- of particular note, 28% of Thais on Twitter are planning to purchase Tech products over the holidays this year. In looking for the perfect gizmo, two things they consider the most are price (68%) and good deals and promotions (57%).

Join the holiday cheer on Twitter

The latest on #WhatsHappening around holidays and other moments has always been on Twitter, thanks to the community that unceasingly Tweet their passions, interests, and thoughts on a diverse range of topics. These conversations help influence others and fuels the excitement around occasions just like the holidays.

Step into the holiday spirit on Twitter and win your brand’s campaign in advance with 3 types of holiday content to win this season:

1. Hype: Ignite the campaign by hyping it up. Send your message and build anticipation to achieve 2x more engagement.

2. Participate: Don’t just Tweet out. Make sure to take part in the conversation to enjoy a 35% better view through.

3. React: Remember to always connect. React to maximize buzz and phase out while driving consideration to achieve 3x more consistency.