A Recipe for Chaos Or Opportunity?
There was a time when running Meta ads felt like a cakewalk. You could plug in audiences, scale spend, and boom… conversions. But in today’s privacy-first world, that once-reliable strategy is crumbling.
Since Apple introduced App Tracking Transparency in iOS 14.5 and with Google’s Privacy Sandbox on the rise, brands have less access to customer data. As a result, customer acquisition costs are rising, attribution is getting murkier, and paid ad performance is taking a hit.
Here’s the solution: influencer marketing.
And while most brands scramble in Q4 to activate creators, holiday moments happen year-round. From Valentine's Day and Spring Refreshes to Back to School and Fall Gifting, brands that plan ahead for seasonal influence win early, win big, and keep winning.
Why Influencer Marketing Is Essential
1. Influencer Marketing Is What Works Now
According to the Salsify Ecommerce Pulse Report (Q4 2025):
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39% of shoppers bought a product because an influencer recommended it.
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Nearly 80% of millennials and 76% of Gen Zers have tried new brands in the past year, often influenced by social content.
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32% of shoppers say that customer reviews and user-generated content (UGC) are the most helpful parts of a product page, more than price or descriptions.
Consumers are prioritizing authenticity, trust, and peer validation more than ever. Influencers deliver all three.
2. Influencers Drive Discovery in the Age of AI
Influencer marketing doesn’t just perform well on social; it influences how your products show up in AI-driven environments.
The same report found:
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64% of shoppers are using AI tools like ChatGPT or Amazon’s Rufus to research products.
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These tools pull heavily from social platforms, product reviews, and UGC, the exact kind of content influencers produce.
That means influencer content isn’t just top-of-funnel. It helps brands show up in generative search and AI-powered discovery, giving you relevance in a rapidly evolving buyer journey.
3. Millennials and Gen Z Are Holiday MVPs
Millennials and Gen Z are expected to spend more across all types of seasonal events, and they’re discovering products in entirely new ways:
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30% of shoppers say they’ll spend more in 2026.
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Their top discovery channels include TikTok, Google, and physical retail stores.
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They shop across channels, from mobile and in-store to livestream shopping and social DMs.
If you’re not reaching these audiences through the creators they trust, you’re not in the conversation.
4. Discounts Alone Don’t Drive Loyalty, Influencers Amplify Offers
Yes, price matters, but trust is what makes it stick.
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61% of shoppers are willing to pay more for brands they trust.
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The top three discount types that drive conversions are flash sales (62%), product bundles (45%), and loyalty-exclusive offers (39%).
Influencers can amplify those offers in real-time, creating urgency and exclusivity, whether it’s a limited-edition Valentine’s drop or a surprise Summer sale.
5. UGC and Reviews Are the New Conversion Currency
Influencer content behaves like high-quality product reviews, but with reach and story baked in:
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63% of shoppers left a review in the past year.
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Ratings and reviews are now the most influential factor in final purchase decisions, more than price.
When influencers post authentic product experiences, they provide social proof that builds trust and drives action, especially during decision-heavy holiday shopping windows.
6. Influencers Drive Purchases
The path from discovery to purchase is shorter than ever, and influencers are helping shoppers cross the finish line.
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17% of shoppers have made purchases through AI recommendations or virtual try-ons.
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Many shoppers complete purchases on mobile while browsing in-store or watching creator content.
This is the power of omnichannel influence, and influencer marketing helps your brand meet consumers wherever they are, whenever they’re ready to buy.
How to Build an Influencer Marketing Strategy That Delivers
Influencer success requires more than just a few posts. You need a fully baked strategy. Here's how to get started:
1. Define Your Goals
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Want to build awareness? Prioritize creators with reach and engagement.
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Want to drive conversions? Lean into affiliate-style partnerships and trackable links.
2. Align Deliverables to the Funnel
Plan for a mix of formats that reflect your seasonal campaigns:
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Product hauls
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Unboxings
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Swipe-up stories and landing pages
3. Start Early… Way Earlier Than You Think
From CAKE’s client portfolio, we know this: most of Q4 revenue starts ramping in October. But it’s not just about end-of-year.
Start planning at least 8–10 weeks ahead of any seasonal campaign, whether it’s Valentine’s, Mother’s Day, Back to School, or Black Friday.
Plan time for:
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Influencer sourcing and outreach
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Contracting and briefing
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Product shipping and content review
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Publishing and post amplification
4. Repurpose Across Channels
Don’t let great content stop at the post. Maximize ROI by integrating influencer assets across:
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Email marketing
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Product pages and landing pages
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SMS flows
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Social retargeting and dynamic creative
When influencer content is paired with paid media and your CRM strategy, it becomes more than a vibe; it becomes a performance engine.
CAKE’s Secret Ingredient: Done-for-You Influencer Marketing
We get it, influencer marketing can be messy behind the scenes. And during busy holiday seasons, there’s no room for missed deadlines, misaligned briefs, or underperforming partnerships.
That’s why brands turn to CAKE.
We handle it all:
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Creator sourcing and outreach
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Contract negotiations
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Product fulfillment
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Content approvals
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Paid media coordination
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Full-funnel tracking and reporting
Whether you're planning seasonal activations or building evergreen ambassador programs, CAKE helps brands whip up influencer strategies that don’t just look good; they deliver sweet results.
Don’t Wait for the Holidays to Come to You
The best-performing brands don’t just show up during Q4. They plan seasonal influencer strategies year-round because trust, storytelling, and performance don’t start and stop with the calendar.
Influencer marketing is a strategic advantage. It builds trust, enhances your digital shelf, powers AI discovery, and meets your customers wherever they are, every holiday, every season.
Want to See Where You Stand?
Get a free digital marketing audit from CAKE’s eCommerce strategy team. We’ll show you how to make influencer marketing part of your year-round holiday recipe and how to integrate it into the full media mix for scalable, measurable growth.
