53%
of shoppers say they always do research before they buy to ensure they are making the best possible choice.
of shoppers say they always do research before they buy to ensure they are making the best possible choice.
Google/Ipsos, U.S., Omnichannel Holiday Study, Holiday shoppers 18+ who shopped in previous 48 hours, n=5944 shoppers overall, and n=1,571 holiday shoppers week of BF/CM, Nov. 2017–Jan. 2018.
As of mid-November 2023, U.S. holiday shoppers have 33% of their holiday shopping complete, which is 1 percentage point higher than the same time last year.
As of November 12, 2023, 11% of Americans said they had already bought Black Friday deals and 24% said they were going to start buying Black Friday deals soon.
Americans who shop for major sales events have different opinions on when is the best time to do so: 15% say before, 33% during, 13% after and 22% say it doesn’t matter because the entire period has good deals.
In 2022, the daily volume for shopping-related searches containing “vs” was over 90% higher during the week of Black Friday and Cyber Monday compared to the month of September.
Searches for “christmas tree on sale” have grown over 150% WOW, and searches for “christmas tree storage bag” have grown over 350% WOW.
Searches for “things to ask for for christmas” have grown over 85% WOW, and searches for “what do I want for christmas” have grown over 100% WOW.