Search Consumer Insights Omnichannel
43%

of evergreen shoppers visit multiple websites before they make a decision.

Google/Ipsos, U.S., Omnichannel Holiday Study, Holiday Shoppers 18+ n=1489 Early Birds, n=1092 Deal Seekers, n=2242 Evergreen, n=1121 Last Minute, Nov. 2017–Jan. 2018.

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Search Consumer Insights Retail
49%

of early-bird shoppers research before they buy to make the best decision.
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Search Consumer Insights Retail
62%

of deal seekers research before they buy to make the best decision.
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Search Consumer Insights Omnichannel
48%

of last-minute shoppers research before they buy to make the best decision.
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Search Consumer Insights Retail
42%

of early-bird shoppers visit multiple websites before they make a decision.
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of deal seekers visit multiple websites before they make a decision.
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Search Consumer Insights

2 in 10

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.
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