Welcome to the second issue of The Insighter, a monthly brief that pairs fresh marketing insights with an action plan for growth. Each issue explores a new topic related to our research. In this edition, we explore opportunities for retailers to connect with late-season holiday shoppers.
After Cyber Week and ahead of the holidays, shoppers become determined to use all days and resources available to them, both in-store and online. The “determined” mindset is one of four they move through during their holiday shopping journeys. Read on to learn how to calibrate your retail marketing strategies now so you can connect with shoppers once December hits.
The opportunity for retailers in December
Last year, the average U.S. holiday shopper still had over half of their shopping to complete after Cyber Week.1 This presents a significant revenue opportunity for retailers.
Showing up this December is even more critical given that shoppers will have fewer days to check everything off their wish lists. Cyber Week falls five days later this year compared to last year, pushing Cyber Monday firmly into December. What’s more, Hanukkah falls 18 days later this year compared to last year. Significant calendar shifts will make late-season shopping even more important for retailers looking to meet their sales goals in 2024.
Notably, Gen Zers leave even more of their shopping to December. On average, Gen Z has less of their holiday shopping completed at the beginning of December than other generations (millennials, Gen X, and boomers).2 Having to do more last-minute shopping poses its own set of difficulties. After the season was said and done, Gen Z was more likely to say that holiday shopping was challenging and that they were more stressed about their holiday shopping.3
Help shoppers feel confident in their late-season purchases
Come December, consumers need confidence to finalize their purchases. Confident consumers are more likely to make decisive purchases that improve metrics and the bottom line.
To boost consumer confidence, ensure shoppers can find the relevant information they need to make decisions. We’ve found that purchase confidence is 3.2X higher among shoppers who feel they found relevant information, compared with shoppers who did not feel they found relevant information.4 And consumers who are highly confident at the point of purchase are 6X more likely to say they would buy again than those who have low confidence.5
With over half of holiday purchases up for grabs in December, Google can help you deliver relevant information in the moments that count. Consumers who found very relevant information are more likely to have used Google (69% versus 45% who did not find relevant information).6 Leverage Performance Max campaigns to reach determined shoppers across touchpoints and channels as they make final gifting decisions with the help of Search and YouTube.
Demand Gen campaigns can also help you find and convert consumers with immersive, relevant, and visual creative across YouTube, Discover, and Gmail. Use look-alike audiences to reach more shoppers likely to engage with your brand late in the season.
Enable seamless omnichannel shopping experiences
In August 2024, 65% of U.S. consumers planning to shop for the holidays said that they plan to split their time between online and in-store.7 As shoppers strive to finish their shopping ahead of the holidays, they’re using all resources available to them, both in-store and online. Among those resources, Google properties — which include Search, Maps, and YouTube — are the No. 1 resource consumers say they use for holiday shopping.8
In our research, we found that holiday shoppers who feel confident about recent purchases search for more things online before visiting stores than those who are less confident.9 Specifically, they are more likely to have searched for prices, product details, reviews, and checked inventory.10 To reach these shoppers before they head to a physical store, take an omnichannel approach to Smart Bidding by representing store visit conversions in your data with a store visit value.
Lastly, use of curbside or in-store pickup during the holiday season has been increasing since 2020 and is more likely to be used by younger generations.11 During the 2023 holiday season, 58% of Gen Z said they used a Google property to look up information before going in-store.12 Highlight local fulfillment options with local inventory ads so determined shoppers can find you when they are looking to check out gifts in person or pick them up at the last minute.
How omnichannel options helped a fashion brand stand out to December shoppers
Women’s clothing and lifestyle brand Free People leaned into Google’s omnichannel solutions to differentiate its shopping experience and capture December demand.
Free People paired its shopping ads with Performance Max to highlight real-time product information aligned with shoppers’ preferences, emphasizing the convenience of in-store and online fulfillment. It also built priority campaigns with Performance Max highlighting its most iconic products for self-gifting (a big holiday trend) and gifting to others. Finally, the brand extended shipping cutoffs to just a few days before Christmas with free express shipping. The December double-down paid off: Free People saw 23% year-over-year revenue growth in December 2023.
To drive growth the way Free People did, unwrap our top tips for the holiday season. These best practices are designed to help you win the peak days you know and the new ones you don’t with Google AI. And be sure to check out this special on-demand episode of Google Ads Academy to hear directly from product experts about how to implement our 2024 holiday best practices.
