With 70 days left until Christmas, the holiday season is already booming.
And given the impact of 2020, all companies will strive to maximize their opportunities as much as possible within the period. To help with this, Google has released a new 27-page guide to evolving shopping behavior based on search trends and advice on how companies can match promotions to the same thing.
You can download the complete guide here, but here’s an overview of the important points.
This guide highlights five key trends that marketers need to know and gives a detailed breakdown of each.
The first is a longer shopping cycle. According to Google, 62% of US shoppers plan to start holiday shopping earlier this year to avoid congestion and lost items.
“This means retailers need to rethink their regular Cyber Monday and Cyber Week timelines to help shoppers already looking for special offers and deals in October of this year. I will. “
So while the crowd seems to be less problematic than usual, the broader point is that people are already searching for holiday items and are increasingly searching online. This has also changed what people want from retailers.
Google advises brands to think beyond the usual big shopping days and offer deals and discounts to maximize exposure.
E-commerce growth is also key to Google’s next point. 69% of US shoppers plan to shop online during their vacation.
Given the socially distant orders and closures, it makes logical sense, but it also means that many first-time digital shoppers will enter the market.
“Because of this overall trend towards online shopping this year, retailers need to be ready to offer a frictionless shopping experience that will help more first-time online shoppers.”
Google has confirmed that the digital process has been streamlined and simplified, and advises brands to use the Test My Site tool to test the mobile compatibility of their site.
Google also points out that consumers are increasingly searching for information online rather than in-store.
Google also states that searches available near me have increased by more than 100% year-on-year, while search for curbside pickups has increased by more than 3,000% worldwide.
The trend is clear. You need to make sure that your online list is complete and supports all relevant search terms, while adapting to evolving behavior. Google’s Shopping Insights provides product and category-specific notes about these elements.
Shoppers also aim to contribute to the cause and give back as much as possible in 2020.
“66% of US holiday shoppers say they’ll shop more at local small businesses. Retailers identify local shoppers, find and buy merchandise. We are calling for action to make it as easy as possible. “
Google says brands can match this by sharing their stories, specific insights into their business, and the local causes you’re trying to support.
And finally, Google says many shoppers are trying out new brands for the first time. Which Google has different advertising options:
The complete guide contains a more detailed summary of each point and more data points to enhance your logic. Especially if you’re trying to maximize your promotion with Google’s tools, it’s worth a look.
You also need to update your Google My Business profile to review the tools and options available. As the report shows, people are shopping online more than ever and are using Google to find new businesses.
These tips will help you find your business and expand your opportunities.
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