Searches for categories like books, toys, and games; cosmetics, apparel, and accessories; and home goods peak in December, while electronics is more popular in November due to Black Friday and Cyber Monday.

Google Internal Shopping Search Data, U.S., 2017–2018.

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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