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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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