Reddit has published a new holiday planning guide for SMBs, which includes a range of insights into how people are searching for products in the app. The guide also highlights how Reddit conversations drive purchase behavior.
The 11-page guide is focused on discovery behavior, and offerings a range of data points on how people use Reddit to find relevant products and gifts.
The guide includes an overview of gift research trends, including the best times to be active in the app.
There’s also a list of the most-searched product categories, highlighting which sectors could benefit most from Reddit promotions.
In addition, Reddit shared these shopping-related data points:
- Around 75% of Reddit users rely on the platform for honest, unfiltered reviews when researching gifts.
- The platform saw a 120% year-over-year increase in mentions of “small business” in r/gifts in 2025.
- Nearly 50% of Reddit users prefer to buy from local or independent retailers.
Another key data point, as outlined in the above image, is that Reddit discussions help consumers validate their purchase decisions. Most users are willing to spend more on a product that’s been recommended by Reddit communities.
The guide also includes notes on Black Friday shopping trends:
Marketers can also find other trend tips and notes in the guide to help with planning heading into the last stretch of the year.
Reddit’s full 2026 Small Business Holiday Insights report is available here.
