Friends: How many
of us have them?

This holiday season, shoppers want two things: A good friend and a good cause, according to (pdf) the American Marketing Association, which said social networking and cause-related marketing are top holiday trends, writes MarketingCharts.

"We're seeing more consumers seeking out a chance to use social networking sites as a way to chat and share opinions on holiday gifts," said Nancy Costopulos, CMO of the American Marketing Association, citing an AMA Survey.

"In turn, companies are finding they have the flexibility to more overtly market to those consumers on these sites than they did a year ago."

"And when consumers are ready to buy, they are flocking more often to companies who use cause-related marketing and want to make a difference," Costopulos said.

Social-Networking Sites

More than half of those responding to the survey said they would visit a social-networking site this holiday season. And when they sign in, they are looking for holiday gift ideas, scouring for upcoming holiday sales, or downloading coupons:

• Nearly half (47 percent) of all respondents said they would go to a social-networking site to download coupons or search for gift ideas if those services were available.
• Nearly as many said they would visit a social-networking site to find out about upcoming sales in stores or discounts on products (45 percent); fewer (31 percent) said they would buy products, if given the option.
• 22 percent of respondents would read or write a product review on a blog. Additionally, 26 percent would post or view videos, if those services were available.

"We're starting to see a new kind of commercialization of social-networking sites that didn't exist even just a few months ago," said Costopulos.

"Consumers are more welcoming now of the presence of retailers on these sites, but marketers have to bring more than just promotions, they have to create a way to connect and offer something that makes these shoppers feel special."

Cause-Related Marketing

Consumers are influenced by more than what is on the "Hot Picks" list; this year, they are showing that cause matters:

• One out of every three consumers said they would be more likely to buy a product or service if they knew that a certain amount of the purchase price was being donated directly to a cause or campaign.
• Young people age 18-24 and women are most likely to buy a product or service connected to cause-related marketing.
• 40 percent of women versus 30 percent of men were more likely to buy a product or service if they knew that a certain amount of the purchase price was being donated directly to a cause or campaign.
• 46 percent of respondents age 18-24 versus 31 percent of respondents 45-64 were more likely to buy a product or service if they knew that a certain amount of the purchase price was being donated directly to a cause or campaign.

For more findings from the survey, including additional demographic data, see the MarketingCharts coverage.