Search interest for “black friday” in 2018 was the highest it’s been in the last five years.

Google Trends, U.S., Nov. 2013–Nov. 2018.

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Fewer than 2 in 10 shoppers have decided on the brand or retailer for the items they are thinking about or actively researching as of Black Friday.

January 2019 Google/Ipsos

During the holiday season, more than 30% of shoppers have shopped with a retailer they have never purchased from before.

January 2019 Google/Ipsos

shoppers still have decisions to make about the gifts that remain on their lists after Black Friday.

January 2019 Google/Ipsos

purchases are made on impulse, including in-store purchases, during the holiday season.

January 2019 Google/Ipsos

Mobile shoppers are on pace to complete more shopping in the 2018 holiday season than those purchasing offline.

January 2019 Google/Ipsos

Over 60% of holiday shoppers have used apps to purchase, with half of people downloading new apps.

January 2019 Google/Ipsos