49%
of early-bird shoppers research before they buy to make the best decision.
of early-bird shoppers research before they buy to make the best decision.
Google/Ipsos, U.S., Omnichannel Holiday Study, Holiday Shoppers 18+ n=1489 Early Birds, n=1092 Deal Seekers, n=2242 Evergreen, n=1121 Last Minute, Nov. 2017–Jan. 2018.
As of September 2023, 35% of US consumers had already started their holiday shopping, and among those 32% have already made a purchase.
At the beginning of September 2023, 45% of U.S. consumers said they would like to receive communication from retailers and brands about end-of-year holiday promotions, deals, and/or gift ideas.
Among those planning to shop for the holidays, 65% say they will shop online more.
Searches for “halloween decorations” and “halloween costumes” have grown over 60% and 20% WOW, respectively.
Searches for “home appliances” have grown over 11,350% WOW.
87% of holiday shoppers reported using Google properties (e.g., Search, Maps, YouTube) as a shopping resource vs. social media platforms (65%) and top online marketplaces (59%).