With the holidays upon us, retailers are turning to Instagram to spread the season’s cheer. This year, consumers are shopping differently than in years past. In fact, 40% of holiday shoppers plan to do their shopping online, and last year one in four online purchases were made on mobile during the holiday season¹. With more people shopping on mobile, Instagram is the perfect place for businesses of all sizes to advertise during the holiday season.

Brands are using Instagram as their shop window—as a lookbook where they can promote their gift ideas. In holiday seasons past, J.Crew shared their gift guide online. So this year, they took the natural next step and shared their gift guide with a captivated audience on Instagram. The fashion brand launched a US holiday-style campaign using Shop Now link ads, allowing people to seamlessly explore the J.Crew styles on the retailer’s website and make purchases.

This season, brands are taking to Instagram to inspire a highly engaged audience before they tackle their holiday shopping list. In early November, Macy’s launched their eighth annual Believe campaign with Make-A-Wish on Facebook. And today, Macy’s is extending its campaign to Instagram. Through a single-day, high reach marquee campaign, the retailer is running three videos inviting viewers to embrace the magic of the season and spirit of Santa with Macy’s.

It’s not just big brands that are turning their advertising dollars to Instagram. Smaller businesses are sharing their more crafted gift ideas with an audience looking for inspiration. The company that revolutionized the ballet flat, Tieks, took to Instagram to promote their holiday wish lists among women in the US. Through their campaign, Tieks shared a cinemagraph of snow falling over perfectly packaged boxes with the call to action Learn More—allowing people to take further action on their ad.

In addition to running ads, many small businesses are promoting Small Business Saturday coming up this weekend using the hashtag #shopsmall.

With the shift to mobile this holiday season, advertisers of all sizes can reach the shoppers they want on Instagram. These shoppers are not only looking to Instagram for inspiration this holiday season, but they’re ready to take action from the products they see from businesses on the platform.