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

Consumers act in the moment of inspiration rather than waiting to research or visit a store, meaning brands that show up consistently across the funnel are most likely to win the sale.

The numbers back it up: 61% of TikTok users have made a purchase directly on the platform or immediately after seeing it.⁴ TikTok users are also 1.2x more likely to explore new retailers and brands, making it a powerful awareness and conversion tool for meat and dairy brands.⁵

Key Strategies for Meat and Dairy Brands

Turning inspiration into sales goes beyond just creating pretty content. The best-performing social posts capture attention, guide action and make it easy for consumers to move from discovery to purchase. During the 2024 holiday season, TikTok Shop saw a 223% year-over-year sales increase, showing just how powerful social commerce has become.⁶

Here are some key strategies to help your brand show up effectively across the feed and the funnel:

• Everyday creators showing how they cook, serve or share real meals with family connect better than overly polished brand content.
• Capture attention fast: Consumers watch, save, share and often buy in the same session. Content should spark immediate interest and guide viewers to the next step.
• Play to platform strengths: TikTok drives rapid trend engagement and conversions. Pinterest is effective for both early discovery and long-term planning. Brands that use both can reach consumers at multiple points in the funnel.
• Inspire, educate and simplify purchase. Recipe-guided posts, shoppable features and links to store locations make it easy for consumers to take action.
• Premium meets convenient: Meat and dairy products that look high quality but are simple to prepare resonate with time-strapped holiday shoppers.

How Brands Can Win on Social This Holiday Season

Platforms like TikTok, Instagram and Pinterest let audiences move from inspiration to checkout in just a few taps, whether through shoppable posts, TikTok Shop or direct links. The key is creating content that drives action while meeting consumers at the moment they are ready to buy.

This seamless experience matters. When consumers see a mouthwatering brisket recipe or a perfectly plated steak video, they are ready to buy. Clear calls to action and platform-native commerce tools help brands meet shoppers at the peak of their intent, shortening the path from discovery to purchase.

Ways to win the holidays on social:

• Let your product shine: Use high-quality visuals that highlight your product’s quality, texture and flavor to capture attention.
• Make it shoppable: Include TikTok Shop tags, Meta Product Tags or retailer integrations to make it easy for audiences to act.
• Leverage creator credibility: Partner with authentic influencers who align with your brand voice and drive meaningful reach and conversions.
• Post with purpose: Schedule content around peak discovery moments like weekends, evenings and meal-planning periods to maximize engagement.
• Create evergreen value: Share tips, serving ideas and storage hacks to extend product relevance and keep your brand top of mind beyond the holidays.
• Listen to consumers: Use social listening to spot trending conversations and join in with content that feels current, relatable and true to your brand. Show recipes and hosting moments that capture the warmth of the season while keeping your products at the center of the story.
• Make it easy: Shoppable features like TikTok Shop, Meta Product Tags and retailer integrations help shorten the path from discovery to purchase. For meat and dairy brands, this might mean linking to retail partners, “find in store” pages or e-commerce sites where products can be easily located. Even if fresh items aren’t shipped directly through social, these tools make it effortless for consumers to choose your brand when they’re ready to buy.
• Bring emotion: Lean into emotional storytelling around gatherings, gifting, tradition and nostalgia to make your content both memorable and meaningful.

Turn Holiday Insights into Year-Round Growth

The holiday season is an opportunity for meat and dairy brands to capture attention, inspire purchase and gather valuable insights. Every scroll and click reveals what inspires action, providing the insights to guide strategies for year-round success. Holiday momentum becomes a blueprint for the year. Brands that analyze trends, optimize content and engage consumers across the funnel can strengthen loyalty, increase sales and keep their products top of mind. Midan Marketing helps brands turn seasonal inspiration into year-round success, guiding consumers seamlessly from first scroll to the table all year long.

1. https://nypost.com/2025/08/05/lifestyle/gen-z-relies-on-social-media-for-meal-planning-new-survey-shows/
2. https://www.prnewswire.com/news-releases/analysis-finds-meat-shoppers-seek-cooking-inspiration-from-digital-sources-301497069.html
3. https://gitnux.org/customer-experience-in-the-dairy-industry-statistics/
4. TikTok Marketing Science Global Shopping Ad Products Study 2022, conducted by Material.
5. TikTok Marketing Science US eCommerce Vertical Research 2022, conducted by Material.
6. https://www.deloitte.com/us/en/services/consulting/articles/unwrapping-holiday-shopping-predictions-and-results.html