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Consumer behavior during the holidays

During the holiday season, consumers have limited time and lots of gifts to buy. Find out how they’re shopping and how they’re using mobile to complete their holiday to-do lists.

Year of the Supershopper

This is the year of the supershopper. These savvy consumers have embraced mobile shopping, are open to new brands and products, and are turning to their devices for information and inspiration.

> 50 %

of holiday shoppers say they are open to purchasing from new retailers.
Google/Ipsos
76%

of mobile shoppers have changed their minds about which retailer or brand to purchase from after searching on Google.
Google/Euromonitor International

Mobile Is the Door-to-the-Store

While more and more supershoppers are buying on mobile, they're still using it primarily as a door-to-the-store. Marketers without a comprehensive presence on mobile will miss out.

64%

of smartphone shoppers turn to mobile search for ideas about what to buy before heading into stores.
Google/Euromonitor International

> 40 %

of smartphone shoppers want retailers to automatically surface relevant information on their smartphone when they are inside a store.
Google/Euromonitor International
76%

of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase.
Google/Purchased Digital Diary

1.3 X

There has been a 1.3X YOY increase in mobile searches for “where to buy/find/get.”
Google Data