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43%

of evergreen shoppers visit multiple websites before they make a 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.

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49%

of early-bird shoppers research before they buy to make the best decision.
Google/Ipsos
62%

of deal seekers research before they buy to make the best decision.
Google/Ipsos
48%

of last-minute shoppers research before they buy to make the best decision.
Google/Ipsos
42%

of early-bird shoppers visit multiple websites before they make a decision.
Google/Ipsos
57%

of deal seekers visit multiple websites before they make a decision.
Google/Ipsos
86%

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