Google shares 5 holiday shopping shifts

Google is advising retailers to be ready for five shifts in shopping behavior this holiday season.

These include:

  • a month-long Cyber Monday
  • digital newcomers driving growth
  • a preference for online SKUs
  • shoppers who have a purpose
  • consumers who are willing to try new brands

“Retailers need to think beyond peak days and prepare for an extended period of online shopping and deal seeking,” said Bill Ready, Google’s president of commerce. “Capture early and late holiday traffic by setting adequate budgets and competitive targets.”

Google research shows that 69% of US shoppers plan to shop online for the holidays more than in previous years, and 50% of US shoppers have tried a new online shopping service for the first time this year.

In order to capture these shoppers, Ready recommends creating a frictionless digital storefront that allows customers to easily research, browse and buy.

Search traffic has revealed a shift in how customers expect to interact with brick-and-mortar stores according to Google.

“With more decisions made online, stores are increasingly reduced to transaction points,” Ready said. “Often by the time the customer has entered the store they have already decided what they are buying.”

Google suggests businesses update information about store

Emboldened by thriving business, buyers embrace return to market

One of the unintended consequences of having consumers stay at home for months was the increased demand for home furnishings. Sheltering in place created a desire for refreshed spaces, and with more discretionary dollars reportedly being spent on the home versus vacations or other experiences, retailers and interior designers have been reaping the benefits.

With that as a backdrop, many are here at High Point Market this week to shore up stock, see what’s new and get back to business.

“We feel so lucky to be busy! Our designers are packed with jobs and the retail space as well. We feel that people have started to really focus on their house and decor after being locked up for months,” said Andy Cardwell, owner of Austin, Texas-based A Custom House. “We do business with many interior designers who are equally as busy and will come pull a lot from our store.”

Plus, as home becomes more integral to folks’ day-to-day lives (think work from home, school from home, etc.), they’re going to need to fill those spaces with more functional and multi-use products, said retailers.

“People are spending more time in their homes because of the COVID-19 pandemic, and most people