48% of today's shoppers say they're open to buying from new retailers during the holiday season Appears In New research exposes a gap in retailer-brand partnerships — and how to fix it Related Content How an industry underdog redefined the retail partnership model Inside Google Marketing: How we think about digital-first planning How Rihanna’s Fenty Beauty delivered ‘Beauty for All’ — and a wake-up call to the industry Related Data 86% of people who continued to shop after Christmas week used Search for holiday-related shopping. People say they’ve only completed 26% of their shopping heading into the 2019 Black Friday-Cyber Monday (BFCM) weekend. Heading into the 2019 Black Friday-Cyber Monday (BFCM) weekend, 33% of purchases yet to be made are because the shopper is waiting for a sale. In 2018, nearly 40% of people began their holiday shopping in October. In 2018, nearly 50% of Q4 consumer electronics searches happened before Thanksgiving. Nearly 50% of consumer electronics shoppers have decided what brand to buy when they begin their shopping journey.