Sprout Social Q4 2025 Pulse Survey Analysis

This technical report presents the findings of the Sprout Social Q4 2025 Pulse Survey, focusing on holiday campaign timing, customer care on social media, and user predictions for 2026. The report outlines that a significant portion of social users are receptive to early holiday campaigns, with 44% indicating a higher likelihood to purchase from brands that launch campaigns as early as August. It also highlights the role of social media as a key source for holiday gift inspiration, with 80% of users planning to rely on it more than the previous year. The report details user preferences for customer care on social platforms, noting that two-thirds of users intend to use social media for customer service inquiries. Additionally, it discusses user expectations for brands in 2026, emphasizing a desire for more human-generated content and personalized customer service. The findings provide valuable insights into consumer behavior and preferences during the holiday season.