Though not many people know exactly what they'll be doing on Christmas Day this year, that doesn't mean consumers are leaving their festive planning until the last minute. In fact, the opposite is true. In previous years, a few people started their research and shopping early, but most start around October. This year this has started even earlier, with Search interest in traditional Christmas categories surging in September. And, with research from the Office for National Statistics showing that e-commerce is surging to more than 30% of total retail sales, the time is now for businesses to be present in the right place, at the right time.
It's also worth bearing in mind that many of these people will also do some of their browsing online for gifting options: nine out of 10 consumers do some of their research and discovery on YouTube, with 40% going on to purchase the results.1 Here's what else we've seen.
Traditional home-gifting categories are on the rise
As shoppers spend more time at home, they're heading online more and earlier in their purchase journeys as they look for gifts. The period from March to June this year saw 41% more searches related to consumers trying to find inspiration than the same period last year. Their thoughts are turning to making their surroundings more pleasant, with search interest in "bedding" and "cushions" up 25% and 40% respectively since 2019, and "tableware" is up 16%. Consumers are also looking for little luxuries: search interest in "bath bomb" is up 36%, and "pajamas" have seen a 42% increase.
Shoppers are also looking for ways to send some festive spirit to friends and loved ones now they're socially distanced, with search interest in "hampers" up 91%. Use the Rising Retail categories tool to keep track of what's proving popular and capture unexpected demand.
Think with google- Phil Miles, Director of Video & Display Sales,, Google U.K. and Alison Lomax, Director of Lifestyle & Retail Google U.K.