Searches for categories like books, toys, and games; cosmetics, apparel, and accessories; and home goods peak in December, while electronics is more popular in November due to Black Friday and Cyber Monday.

Google Internal Shopping Search Data, U.S., 2017–2018.

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Dashing to the stores: Last-minute holiday trends to watch

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Your guide to the consumer's shopping journey Inside the purchase journey of 3 deal-seeking shoppers This season, give last-minute shoppers the gift of assistance and can’t-match convenience

Related Data

86%

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

2 in 10

Fewer than 2 in 10 shoppers have decided on the brand or retailer for the items they are thinking about or actively researching as of Black Friday.
Google/Ipsos

> 30 %

During the holiday season, more than 30% of shoppers have shopped with a retailer they have never purchased from before.
Google/Ipsos

2 in 3

shoppers still have decisions to make about the gifts that remain on their lists after Black Friday.
Google/Ipsos

1 in 3

purchases are made on impulse, including in-store purchases, during the holiday season.
Google/Ipsos

Mobile shoppers are on pace to complete more shopping in the 2018 holiday season than those purchasing offline.
Google/Ipsos