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Global Insights Briefing: Searching with intent and holiday enthusiasm

Ashley Wells / October 2022

Each month, the Global Market Insights team analyzes data sets of billions of recent search queries and consumer behaviors to develop a deep understanding of key market trends.

While economic uncertainty remains top of mind, we’ve seen growing evidence that consumer consideration sets are expanding, as people continue to assess the right buying choices amid rising costs. In the first half of the year, 43% of consumers around the world said they like to keep an eye out for new brands, even if they are not planning to buy right then.1

Shoppers have become even more intentional about the items they purchase and are using online sources more often to help plan ahead for key shopping moments. This year, 24% of consumers in surveyed markets have already started their holiday shopping.2 This buyer enthusiasm means retailers have the chance to attract early holiday shoppers and set up savvy consumers for key shopping seasons.

Searching with intent. Global search interest for “open now near me” and “compared to” has stayed steady and personal budget has risen in the past 90 days (07/22–10/22). Global search interest for “best time to” (10/21–10/22) is higher YOY. Early holiday enthusiasm. Global search interest for “black friday” & “christmas gift ideas” has risen in the past 90 days (07/22–10/22). Global search interest in “fall recipes” (10/21–10/22) & pumpkin carving (9/21–10/21 vs. 9/22–10/22) has risen YOY.

Sources: Google Trends, Worldwide, July 5, 2021–Oct. 5, 2022; Google Trends, Worldwide, Oct. 5, 2021–Oct. 5, 2022.

Sources: Google Trends, Worldwide, July 5, 2021–Oct. 5, 2022; Google Trends, Worldwide, Oct. 5, 2021–Oct. 5, 2022; Google Trends, Worldwide, Sept. 1, 2021–Oct. 1, 2021 vs. Sept. 1, 2022–Oct. 1, 2022.

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Ashley Wells

Insights Manager Google

1 Google-commissioned Ipsos Consumer Continuous study, AR, AU, BE, BR, CA, CL, CN, CO, DK, FI, FR, DE, IN, IT, JP, KR, MX, NL, NO, PE, ZA, ES, SE, U.K., U.S., ~n=500–1,000 online consumers 18+ per market, May 5, 2022–May 8, 2022.
2 Google-commissioned Ipsos Consumer Continuous study, AR, AU, BE, BR, CA, CL, CN, CO, DK, FI, FR, DE, IN, IT, JP, KR, MX, NL, NO, PE, ZA, ES, SE, U.K., U.S., ~n=300–800 online consumers who plan to shop for the holidays 18+ per market, Sept. 8, 2022–Sept. 11, 2022.