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  • Writer's pictureAce Digital Group

Capturing the Seasonal Shopper's Journey: Insights for Marketers

As the digital marketing landscape continues to evolve, understanding consumer behavior and adapting strategies accordingly is paramount. Think With Google recently shared valuable insights to help marketers navigate this ever-changing terrain successfully.

Girl shopping on computer
Holiday Shopping insights.

The holiday season is a prime time for marketers to connect with consumers. However, in the modern era, holiday shopping is no longer confined to a few key dates but extends throughout the season. In this blog post, we'll explore some intriguing insights from Google Search data and Ipsos research that shed light on the evolving trends of holiday shopping.


Appeal to Deal Seekers Throughout the Season

Advanced Research for Value

Holiday shoppers are no longer satisfied with surface-level deals. Google Search data reveals that shoppers engage in advanced research for products they intend to purchase. Sale days like Black Friday and Cyber Monday often kickstart new shopping journeys.

  • 84% of holiday shoppers keep an eye open for deals, discounts, or promotions throughout the season.

  • More than half of holiday shoppers compare prices online to ensure they find a good deal.

  • 62% of Americans express confidence in spotting a good holiday deal.

  • Since mid-August, interest in Black Friday and Cyber Monday deals has been steadily growing.

Product Research is on the Rise

Shoppers aren't just looking for discounts; they're diving deep into product research. Since early September, there has been a significant increase in the use of product-related keywords like "reviews," "specifications," and "unboxing."

Early Seasonal Surges

Interestingly, even on Labor Day, there was a substantial surge in searches for upcoming events such as Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, and New Year’s. Shoppers are already planning ahead for the holiday season.


Connect Early with the Deliberate Shopper

Research Across Touchpoints

Deliberate shoppers are actively researching potential purchases across various touchpoints, primarily through online searches.

  • As of September 2023, 35% of US consumers had already started their holiday shopping.

  • Among those, 32% have already made a purchase.

  • In early September 2023, 45% of U.S. consumers expressed interest in receiving communication from retailers and brands about end-of-year holiday promotions, deals, and gift ideas.

  • 65% of those planning to shop for the holidays intend to shop online more.

Seasonal Moments Taking Shape

Searches for "halloween decorations" and "halloween costumes" have seen impressive week-over-week growth, showcasing the anticipation for seasonal moments.


Google as a Shopping Resource

When it comes to holiday shopping, 87% of holiday shoppers reported using Google properties (e.g., Search, Maps, YouTube) as a primary resource, surpassing social media platforms (65%) and top online marketplaces (59%).


Home Appliances in Demand

Searches for "home appliances" have experienced an astounding week-over-week growth.


Understanding the evolving landscape of holiday shopping is crucial for marketers. The season now extends beyond traditional dates, and consumers are conducting thorough research. Marketers should connect early with deliberate shoppers and leverage the power of online resources like Google to capture their attention.


For more data, insights, and inspiration, stay tuned with Think with Google and follow us on LinkedIn.

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