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 September 2023, 35% of US consumers had already started their holiday shopping, and among those 32% have already made a purchase.
At the beginning of September 2023, 45% of U.S. consumers said they would like to receive communication from retailers and brands about end-of-year holiday promotions, deals, and/or gift ideas.
Among those planning to shop for the holidays, 65% say they will shop online more.
Searches for “halloween decorations” and “halloween costumes” have grown over 60% and 20% WOW, respectively.
Searches for “home appliances” have grown over 11,350% WOW.
87% of holiday shoppers reported using Google properties (e.g., Search, Maps, YouTube) as a shopping resource vs. social media platforms (65%) and top online marketplaces (59%).