There has been significant growth — over 115% in the last two years — in mobile searches for things like “best face lotion” or “best moisturizer.”

Google Data, U.S., Jan.–Sept. 2017 vs. Jan.–Sept. 2015.

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Mobile searches for “brands like” and “stores like” have grown over 60% in the past two years.

March 2018 Google Data

Mobile searches for “thoughtful” gifts have grown over 150% in the past two years.

March 2018 Google Data

Mobile searches for “unique gifts” have grown 110% in the past two years.

March 2018 Google Data

Mobile searches for “gifts for ___ lover(s)” have grown by over 130% in the last two years (for example, “gifts for hawaii lovers”).

March 2018 Google Data

Mobile searches for “gifts for ___ from ____” have grown by over 140% in the past two years (for example, “gifts from kids to mom”).

March 2018 Google Data

Mobile searches for “gifts for” + “has everything” or ”wants nothing” have grown by over 230% over the past two years.

March 2018 Google Data