The trends turning curious shoppers into customers this season
Discover the three trends influencing shoppers and learn how to move customers from inspiration to action.
Shopping habits
have changed in the
last two years
Shifts in consumer demand and uncertainties like supply chain disruptions continue to shape the way people shop. But throughout all this uncertainty, one thing remains the same.
Every purchase
starts with a moment
of curiosity
That holds true whether you’re searching for sunset lamps or watching Y2K shopping hauls.
Whenever, wherever, and however curiosity sparks, your brand should be ready with a message
Here are the three key trends to expect this season and how to use them to turn curious shoppers into customers.
People are shopping earlier than ever
Turn early holiday shoppers into customers.
26% of shoppers
globally have already begun
their holiday shopping.1
Many people research and shop months in advance
of events, and this year’s holiday season will
be no exception
Those who have already begun their holiday shopping want help with:
And 18% have already
made a purchase.4
Video ads can help brands deliver relevant, personalized experiences to audiences at their most engaged moments.
67% of YouTube viewers surveyed have made a purchase as a result of sponsored content.5
Unboxing videos,
written recipes, home improvement blogs, and more all help to inform buying decisions
But inspiration
doesn’t just happen
on YouTube
As customers search for ideas, visual shopping experiences such as lifestyle photography, videos, and customer reviews can make lasting impressions.
64% of U.S. holiday shoppers who used Google said they did so for “discovery and inspiration.”6
When featuring Rothy’s products on Search and YouTube, we not only highlight the thoughtful design details, but we also showcase our shoes and bags styled for different occasions.

This helps our customers visualize themselves wearing Rothy’s in everyday life. We want to build creative that resonates with the prospective customer and makes them feel part of our community.
Anthony McLoughlin
Vice President, E-Commerce and Growth Marketing
There’s a new kind of shopper in town
Turn omnibuyers into customers.
Searches containing
“near me in stock” have grown in the U.S. by more than 90% YOY.7
Omnibuyers are paving the way for “intuitive shopping,” where people browse and find inspiration concurrently, online and offline, across multiple product categories
In the U.S., people are shopping across seven categories in a two-day period.8
These habits are built
around convenience and spontaneity. Shopping inspiration can strike anytime, anywhere
Across channels, searches containing “store open” have grown globally by over 400% YOY.9
These habits are built
around convenience and spontaneity. Shopping inspiration can strike anytime, anywhere
Scale and speed are the keys to reaching more holiday shoppers, no matter where they are in their journeys
Automated solutions, like
Performance Max, help us
anticipate shifting consumer
demands and reach our
customers wherever
they’re shopping.
Cherie Yates
Search Manager
Ulta Beauty
Shoppers want the best of all worlds
Turn window shoppers into loyal customers.
Searches containing
“cheap and best” have grown
globally by over 40% YOY.10
At the same time, shoppers are spending more time researching the best products, deals, and customer experiences
76% of U.S. shoppers
want to buy higher-quality
products that last longer.11
Whatever makes your
business unique, showcase it
when people are making their purchase decisions
Promote your deals, shipping and return benefits, in-store inventory, and store pickup options in your messaging and on Search.
Approximately 60% of our online orders are picked up
in stores. Being able to showcase these offerings
in our Shopping ads has led
to an increase in conversion rate and in-store revenue,
as customers purchase additional products when
they come in for their orders.
Amelia Gitter
Paid Search Director
Lowe’s Companies, Inc.
Whether they’re early shoppers, omnibuyers, rigorous researchers, or all three, Google’s tools, insights, and automated solutions can help you understand what your shoppers want and need
Prepare for a successful holiday shopping season by tracking the 12 important days.
Reach more holiday shoppers, no matter where they are in their journeys.
Editor: Marianna Nash
Design & Production: Grow (Agency)
Production Lead: Jenny Maughan


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