The trends turning curious shoppers into customers this season

The trends turning curious shoppers into customers this season Discover the three trends influencing shoppers and learn how to move customers from inspiration to action.

Shopping habits have changed in the last two years Shifts in consumer demand and uncertainties like supply chain disruptions continue to shape the way people shop. But throughout all this uncertainty, one thing remains the same.

Every purchase starts with a moment of curiosity That holds true whether you’re searching for sunset lamps or watching Y2K shopping hauls.

Whenever, wherever, and however curiosity sparks, your brand should be ready with a message Here are the three key trends to expect this season and how to use them to turn curious shoppers into customers.

People are shopping earlier than ever Turn early holiday shoppers into customers. 26% of shoppers globally have already begun their holiday shopping. 1

Many people research and shop months in advance of events, and this year’s holiday season will be no exception Those who have already begun their holiday shopping want help with: And 18% have already made a purchase . 4

Video ads can help brands deliver relevant, personalized experiences to audiences at their most engaged moments. 67% of YouTube viewers surveyed have made a purchase as a result of sponsored content. 5 Unboxing videos, written recipes, home improvement blogs, and more all help to inform buying decisions

But inspiration doesn’t just happen on YouTube As customers search for ideas, visual shopping experiences such as lifestyle photography, videos, and customer reviews can make lasting impressions. 64% of U.S. holiday shoppers who used Google said they did so for “discovery and inspiration.” 6

When featuring Rothy’s products on Search and YouTube, we not only highlight the thoughtful design details, but we also showcase our shoes and bags styled for different occasions. This helps our customers visualize themselves wearing Rothy’s in everyday life. We want to build creative that resonates with the prospective customer and makes them feel part of our community. Anthony McLoughlin Vice President, E-Commerce and Growth Marketing Rothy’s

There’s a new kind of shopper in town Turn omnibuyers into customers. Searches containing “near me in stock” have grown in the U.S. by more than 90% YOY. 7

Omnibuyers are paving the way for “intuitive shopping,” where people browse and find inspiration concurrently, online and offline, across multiple product categories In the U.S., people are shopping across seven categories in a two-day period . 8

These habits are built around convenience and spontaneity. Shopping inspiration can strike anytime, anywhere Across channels, searches containing “store open” have grown globally by over 400% YOY. 9 These habits are built around convenience and spontaneity. Shopping inspiration can strike anytime, anywhere

Scale and speed are the keys to reaching more holiday shoppers, no matter where they are in their journeys

Automated solutions, like Performance Max, help us anticipate shifting consumer demands and reach our customers wherever they’re shopping. Cherie Yates Search Manager Ulta Beauty

Shoppers want the best of all worlds Turn window shoppers into loyal customers. Searches containing “cheap and best” have grown globally by over 40% YOY. 10

At the same time, shoppers are spending more time researching the best products, deals, and customer experiences 76% of U.S. shoppers want to buy higher-quality products that last longer. 11

Whatever makes your business unique, showcase it when people are making their purchase decisions Promote your deals, shipping and return benefits, in-store inventory, and store pickup options in your messaging and on Search.

Approximately 60% of our online orders are picked up in stores. Being able to showcase these offerings in our Shopping ads has led to an increase in conversion rate and in-store revenue, as customers purchase additional products when they come in for their orders. Amelia Gitter Paid Search Director Lowe’s Companies, Inc.

Whether they’re early shoppers, omnibuyers, rigorous researchers, or all three, Google’s tools, insights, and automated solutions can help you understand what your shoppers want and need Prepare for a successful holiday shopping season by tracking the 12 important days. Reach more holiday shoppers, no matter where they are in their journeys.

Credits

Editor: Marianna Nash Design & Production: Grow (Agency) Production Lead: Jenny Maughan Article 2022 Retail Marketing Guide: Be ready for the holidays and seasonal shopping moments Story by the Global Retail Ads Marketing team 1. Google-commissioned Ipsos Consumer Continuous, 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, June 10–13, 2022. 2. Google-commissioned Ipsos Consumer Continuous, 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=100–300 online consumers 18+ per market who will shop for the holidays, June 10–13, 2022. 3. Ibid. 4. Ibid. 5. Google/Talk Shoppe, Shopping at the Speed of Culture study, 2022, APAC, A18-64 GenPop video users, Survey in field December 21, 2021 to February 17, 2022. This includes Japan(n=2,000), India(n=2,000), Indonesia(n=2,000), South Korea(n=2,000), Australia(n=2,000), Vietnam(n=2,000), Thailand(n=2,000), Philippines(n=2,000), New Zealand(n=2,000). 6. Google/Ipsos, Brand.com and Marketplace in the evolving online path to purchase, Indonesia, Singapore, n=1200 marketplace or brand.com shoppers of consumer tech, home appliance, beauty and apparel per market, aged 18-50, Oct.–Nov. 2020. 7. Google Data, Global English, Dec 14, 2021 - Feb 11, 2022 vs Dec 14, 2020 - Feb 11, 2021. 8. Ipsos Essentials Report Sep 8 to 12, 2022, n=10000 adults aged 18-74 in CA and US, and 16-74 in AU, BR, CH, FR, GE, IT, SP, IN, JP, ME, SA, SK, UK. 9. Google Data, Global English, March 22, 2022–May 20, 2022 vs. March 22, 2021–May 20, 2021. 10. Google commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR ~n=500-1000 online consumers 18+ per market. July 7-10, 2022. 11. Google commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR ~n=500-1000 online consumers 18+ per market. Aug 4-7 2022.

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