What shoppers are searching for going into Black Friday and Cyber Monday

Michael Burke / November 2020

Many people look forward to the holiday season, and given the year that 2020 has been, it’s no wonder folks are getting a head start on celebrating. In fact, searches for “Christmas wrapping paper” are up 80% year over year,1 and, as of the end of October, almost half of surveyed U.S. shoppers said they had already started their holiday shopping.2

How and when people are shopping has changed, with more people seeking deals this year than ever before. As of the end of October, 59% of surveyed U.S. shoppers said they were already expecting retailers to offer holiday deals.3 And over 50% of surveyed U.S. holiday shoppers said they will hold off on buying gift items until they are on sale.4

Where browsing and shopping take place has also changed. More than 75% of surveyed U.S. shoppers said they will shop online more for the holidays,5 and for those going into stores, more than 60% of U.S. shoppers said they would plan their holiday shopping earlier to avoid crowds and find items before they’re out of stock.6

How and when people shop has changed, with more people seeking deals this year than ever before.

With holiday shoppers using more online resources, seeking more deals, and doing all of this right now, retailers and brands have a unique opportunity to capture attention and drive sales during the most digital-first holiday season yet. To help retailers fine-tune their strategy heading into Black Friday and Cyber Monday, we’ve compiled a list of top trending products shoppers are searching for on Google right now.

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