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2 in 10

Fewer than 2 in 10 shoppers have decided on the brand or retailer for the items they are thinking about or actively researching as of Black Friday.

Google/Ipsos, U.S., Omnichannel Holiday Study, Nov. 22–28, 2018, Holiday shoppers 18+ who shopped in previous 48 hours, n=1196 shopping occasions without a purchase, Nov. 2018–Jan. 2019.

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Dashing to the stores: Last-minute holiday trends to watch

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86%

of people who continued to shop after Christmas week used Search for holiday-related shopping.
Google/Ipsos

> 30 %

During the holiday season, more than 30% of shoppers have shopped with a retailer they have never purchased from before.
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2 in 3

shoppers still have decisions to make about the gifts that remain on their lists after Black Friday.
Google/Ipsos

1 in 3

purchases are made on impulse, including in-store purchases, during the holiday season.
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Mobile shoppers are on pace to complete more shopping in the 2018 holiday season than those purchasing offline.
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> 60 %

Over 60% of holiday shoppers have used apps to purchase, with half of people downloading new apps.
Google/Ipsos