Each month, the Global Market Insights team analyzes data sets of billions of recent search queries and consumer behaviors to develop a deep understanding of key market trends.
In 2022, retailers kicked off holiday shopping deals as early as October and offered an abundance of cost-saving moments through the end of the year. With so many promotions happening, making decisions about how, when, and where to shop left consumers feeling unsure about whether or not a sale price was actually a good deal. Even during the period from Black Friday to Cyber Monday, only 50% of U.S. holiday gift shoppers were very or quite confident they could spot a good deal when they saw one.1
A big takeaway for brands is to optimize advertising by clearly communicating the best deals (for example, the lowest prices of the season) to attract confident deal seekers and budget shoppers who are ready to buy.