Only about 18% of shoppers consolidate all of their shopping to the Black Friday-to-Cyber Monday weekend. And by the Black Friday and Cyber Monday period, shoppers have already completed 42% of their holiday shopping.

Google/Ipsos, U.S., Omnichannel Holiday Study, Holiday shoppers 18+ who shopped in previous 48 hours, n=5944 shoppers overall and n=1,571 holiday shoppers week of BF/CM, Nov. 2017–Jan. 2018.

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In a global survey, 74% of in-store shoppers who searched online before going to the store to shop, said they searched for something in-store related such as the closest store near them, locations, in stock near them, hours, directions, wait times, and contact information.
Google/Ipsos
51%

of shoppers surveyed say they use Google to research a purchase they plan to make online .
Google/Ipsos
59%

of shoppers surveyed say they use Google to research a purchase they plan to make in-store or online.
Google/Ipsos

46% of shoppers surveyed confirm inventory online before going to store.
Google/Ipsos

59% of shoppers surveyed say they research online before they buy to ensure they are making the best possible choice.
Google/Ipsos
70%

of shoppers surveyed say the ability to shop in person/in a store is important when deciding which brand or retailer to buy from.
Google/Ipsos