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.
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.
84% of holiday shoppers say they will keep an eye open for deals, discounts, or promotions throughout the holiday season.
More than half of holiday shoppers plan to compare prices online to ensure they find a good deal.
62% of Americans agree that they’re confident they can spot a good deal around the holidays when they see one.
Since mid-August, there has been growing interest in Black Friday and Cyber Monday deals, marked by an average weekly increase of 15% in search volume.
Since the beginning of September, there has been an average increase of 30% in the use of product research-related keywords, such as “reviews,” “specificatons,” and “unboxing.”
On Labor Day, the collective search volume for upcoming events, like Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, and New Year’s, experienced a notable 35% surge.