As social media continues to shape consumer behaviour and shopping patterns, new analysis shows that brands that fail to prioritise social media marketing could be leaving significant revenue on the table. A recent Adobe analysis of U.S. retail transactions found that social media and affiliate marketing played a major role in driving sales during key 2025 shopping periods — and marketers are being warned not to ignore that momentum heading into 2026.

According to the report, roughly 25 percent of holiday season retail revenue in the U.S. was directly influenced by social media marketing and affiliate links during the 2025 Black Friday to Cyber Monday period. That total represents a significant portion of overall online sales and highlights how consumers increasingly rely on social platforms not just for discovery, but for inspiration and purchase decisions.

Platforms such as TikTok Shop have gained particular traction with U.S. audiences, generating over $500 million in reported sales during key shopping windows. Experts say this reflects a broader shift in buyer behaviour similar to trends seen in Asian markets, where livestreaming and shoppable content have cemented social commerce as a powerful retail force.

While traditional digital ads like search and video still attract the largest share of budgets, social media marketing has shown faster year-over-year growth — with social and affiliate-linked revenue rising about 40 percent in late 2025 compared with the previous year. For many brands, this growth is being fuelled by a mix of influencer partnerships, organic engagements, and tighter integration between social content and commerce.

Analysts warn that underinvesting in social media can make brands less visible and less competitive, especially during peak shopping moments when consumers are most receptive to influence. As audiences continue to behave like they do on TikTok and Instagram, experts say marketers must balance traditional digital channels with social strategies that meet customers where they spend their time.

Looking ahead, brands that focus on authentic social storytelling, creator collaborations, and integrated social commerce experiences are more likely to convert engagement into measurable sales — while those that skimp on social risk being outpaced by competitors who capitalise on the medium’s growing impact.