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A man with dark skin and white hair and a beard uses his mobile device to search for holiday gifts and decorations, from Halloween to Sales season.
A video player with a magnifying glass inside a red circle graph. 54% of shoppers used five or more channels — like search, video, and social media — to shop over a two-day holiday period.

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Holiday shoppers can become brand loyalists

People who have positive gift-buying experiences tend to become repeat customers, even after the Black Friday frenzy dies down. This means retailers have a huge opportunity to give holiday shoppers a reason to return, which will drive profitability and long-term growth. It’s important, then, that retailers communicate their unique value and offerings to shoppers. For example, brands could showcase their outstanding customer service, help customers support causes they believe in, offer loyalty rewards, or provide a combination of all these benefits and more.

Prepare for these key dates to help drive a successful and profitable holiday season.


ATTRACT EARLY SHOPPERS


ATTRACT EARLY SHOPPERS

A jack-o’-lantern and spider web with a hovering search bar inside a red circle graph. 90% global increase in searches for “family halloween costumes” from June to August in 2021.

Tip to prepare

Use Discovery campaigns to attract shoppers’ attention and give them more visual inspiration as they browse Google’s personalized feeds on YouTube, Discovery, and Gmail.


REACH OMNIBUYERS


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Even if holiday shopping is starting early, more than half of shoppers are planning to hold off on buying gift items until they are on sale.

Tip to prepare

You can attract new customers across the web through the new customer acquisition goal in Performance Max and stand out to deal-seekers with sales price annotations on ads and free listings.


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A hand holds a city with a hovering heart inside a red circle graph. 48% of people say they are prepared to invest their time and money to support companies that try to do good.

Tip to prepare

Let shoppers know what makes your business unique with business identity attributes and recycling attributes on your Business Profile. These features make it easier for shoppers to choose brands that support the same values they do.


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A box truck with a FREE stamp inside a red circle graph. 75% of holiday shoppers across surveyed countries say they will shop with stores that offer free shipping.

Tip to prepare

First, check the shipping deadlines of your trusted carriers, as they might have differing final express shipping days. Then make sure people know your products can ship quickly and on time with free and fast shipping annotations, and set up account and item-level shipping to highlight your shipping speed.


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Highlight products focused on resolutions, self-care, home refreshes, and yearly planning.

Tip to prepare

Highlight products focused on resolutions, self-care, home refreshes, and yearly planning with Video action campaigns, which help you combine the power of video with browsable product feeds.


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