Brands leaned heavily on trusted female YouTube creators to drive purchase intent and sales in the critical run-up to Christmas, as marketers doubled down on creator-led strategies to cut through festive clutter and connect with shoppers.
In YouTube’s official blog, MD APCS YouTube solutions Brian Albert highlighted how retailers tapped into creators’ credibility and cultural relevance to influence buying decisions, with the majority of his case studies involving leading female YouTubers. “At a time when trust matters more than ever, creators have become the new shopping experts,” said Albert. “On YouTube, authentic creator voices accelerate the entire gift-buying journey—from inspiration to confidence at checkout.”
Albert also cited data from Kantar, which showed that YouTube Creator Ads on Shorts increased purchase intent by an average of 8.8% over the holiday period, driving 2.9 times more consumer intent to spend compared with competitor platforms (US, 2025).
In the run up to Christmas, retailers used female creators to solve real consumer pain points, from budget anxiety to time pressure and planning fatigue.
JCPenney partnered with lifestyle creator Pierson Wodzynski to tackle the perception that festive style comes at a premium. In a series of YouTube videos, Wodzynski showcased gifts and décor sourced from JCPenney, paired with YouTube’s shoppable Masthead format, allowing viewers to buy directly from the content.
Similarly, Kohl’s worked with WhatsUpMoms founder Elle Walker (pictured) to promote early gifting as a stress-reduction strategy for parents. “Creators aren’t just delivering messages; they’re reflecting the real experiences their audiences are living,” Albert said. “That relatability is what turns views into measurable business impact.”
Several brands leaned into longer-term creator relationships to maintain momentum throughout the season. Target collaborated with creator Haley Pham for seven weeks of holiday gift drops, using gamified formats such as mystery boxes to sustain engagement and repeat viewing across the shopping window.
Old Navy took a similar approach, partnering with creator Abbie Herbert on a campaign that featured her interacting with a future “Holiday Abbie,” reinforcing the value of early preparation for festive outfits.
In toys, Mattel’s Hot Wheels brand worked with Emmy-nominated creator Michelle Khare, tapping into nostalgia and storytelling to promote three hero products through a high-energy, creator-led narrative, supported by Creator Takeovers.
Walmart embraced humour as a conversion tool by partnering comedian Charlotte Dobre. The campaign positioned Walmart as a solution for any holiday task – from gift wrapping to travel prep – while integrating shoppable product placements throughout.
“Creators bring their own perspectives, humour and honesty to every product they feature,” said Albert. “That authenticity delivers results for brands.”
