Heading into the 2019 Black Friday-Cyber Monday (BFCM) weekend, 33% of purchases yet to be made are because the shopper is waiting for a sale.

Google/Ipsos, U.S., “Holiday Study,” Online survey, 18+ who shopped in the past two days. Week 1 (Nov. 1–6) n=372 Holiday Shopping Occasions P48hr–Non-Purchase, Nov. 2019–Jan. 2020.

Related Data

86%

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

People say they’ve only completed 26% of their shopping heading into the 2019 Black Friday-Cyber Monday (BFCM) weekend.
Google/Ipsos

In 2018, nearly 40% of people began their holiday shopping in October.
Deloitte

> 50 %

of purchases still happen in-store during the holidays.
Google/Ipsos

Nearly 2/3 of shoppers say online video has given them ideas and inspiration for their purchase.
Google/Ipsos

Searches for “gifts for dad” have grown +80% in the past two years.
Google/Ipsos