With the festive season 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 festive season shoppers plan to do their shopping online, and last year, one in four online purchases was made on mobile during the festive season¹. With more people shopping on mobile, Instagram is the perfect place for businesses of all sizes to advertise during the festive season.

Brands are using Instagram as their shop window – as a lookbook where they can promote their gift ideas. In past festive seasons, J.Crew shared its gift guide online. So this year, it took the natural next step and shared its gift guide with a captivated audience on Instagram. The fashion brand launched a US festive campaign using "Shop Now" link adverts, 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 festive season shopping list. In early November, Macy's launched its 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 focusing their advertising spend on Instagram. Smaller businesses are sharing their more-crafted gift ideas with an audience looking for inspiration. The company that revolutionised the ballet flat, Tieks, took to Instagram to promote its festive season wishlists amongst women in the US. Through its campaign, Tieks shared a cinemagraph of snow falling over perfectly packaged boxes with the "Learn More" Call to Action, allowing people to take further action on its advert.

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

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