53%

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.

Related Content

Your guide to the consumer's shopping journey Holiday shoppers are begging brands for help. Are you listening? 3 ways digital video has upended shopping as we know it Consumers are always shopping and eager for your help

Related Data

Nearly 2/3 of shoppers say online video has given them ideas and inspiration for their purchase.
Google/Ipsos

Searches for “gifts for dad” have grown +80% in the past two years.
Google/Ipsos

Searches for “shopping app” have jumped 90% in the past two years.
Google/Ipsos

Searches for “gift + ____ year old” have grown +100% in the past two years.
Google/Ipsos
82%

of evergreen shoppers used a search engine related to their shopping.
Google/Ipsos

1 in 3

last-minute shoppers say they choose where to buy their gifts based on how soon they can get them.
Google/Ipsos