3 strategies for a standout 2020 holiday shopping season

Here’s how to prepare your digital storefront for this year’s holiday shopper.

A skew toward online SKUs

77% of U.S. holiday shoppers will browse online, not in-store.1

Click to order vs. brick
and mortar

As reopening plans are put on pause, holiday shoppers and retailers are adapting.

+3,000% YOY growth in search phrases containing “curbside pickup”2

Many are trying new services to get what they need quickly and safely.

Over 50% of U.S. customers tried a new shopping service for the first time this year.3

Digital Newcomers

Some are purchasing gifts online for the very first time.

1/3 of U.S. shoppers have purchased from a brand that was new to them during COVID-19.4

SOMETHING NEW & KNOWN

Others are exploring new brands they find through search or social.

A monthlong Cyber Monday

37%
of U.S.
customers started holiday shopping in September.5

Not your typical
holiday timeline

Shipping delays, low inventory, and tight budgets are impacting many customers’ holiday schedules.

So marketers may see a boost in sales outside of traditional deal days.

+60% YOY growth in search phrases containing “best affordable”7

But everyone will still be looking for discounts — no matter when they shop.

Purpose-
driven shoppers

46% of U.S.
customers prefer to shop at businesses that align with their values.8

46%
of U.S. customers prefer to shop at businesses that align with their values.8

Purposeful use of purchasing power

More than ever, shoppers are choosing to support companies that share their beliefs.

55% of U.K. and 66% of U.S. customers will shop more at local small businesses for the holidays.9

Since 2019, searches for “support local businesses” grew by 20,000%.10

Read more about 2020 holiday shopping trends and insights

1. Google-commissioned Ipsos COVID-19 tracker, U.S. n=745 18+ online consumers who plan to shop for the holidays, June 25, 2020–June 28, 2020.

2. Google Data, Global English, March 18, 2020–May 16, 2020 vs. March 18, 2019–May 16, 2019.

3. Google/Ipsos, U.S., Shopping Tracker, online survey, Americans 18+ who conducted shopping activities in the past two days, n=1,000 per month, Jan. 2020–May 2020.

4. Google-commissioned Ipsos COVID-19 tracker, U.S. n=745 18+ online consumers who plan to shop for the holidays, June 25, 2020–June 28, 2020.

5. Google-commissioned Ipsos COVID-19 tracker, AU, BR, CA, CN, FR, DE, IN, IT, JP, MX, RU, ZA, KR, ES, U.K., U.S., ~n=400-800 online consumers 18+ per market who will shop for the holiday season, Sept. 24, 2020–Sept. 27, 2020.

6. Google-commissioned Ipsos COVID-19 tracker, AU, BR, CA, CN, FR, DE, IN, IT, JP, MX, RU, ZA, KR, ES, U.K., U.S., ~n=1,000 online consumers 18+ per market, Sept. 24, 2020–Sept. 27, 2020.

7. Google Data, Global English, March 25, 2020–May 23, 2020 vs. March 25, 2019–May 23, 2019.

8. Google-commissioned Ipsos COVID-19 tracker, AU, BR, CA, CN, FR, DE, IN, IT, JP, MX, RU, ZA, KR, ES, U.K., U.S., ~n=1,000 online consumers 18+ per market, June 25, 2020–June 28, 2020.

9. Google-commissioned Ipsos COVID-19 tracker, AU, BR, CA, CN, FR, DE, IN, IT, JP, MX, RU, ZA, KR, ES, U.K., U.S., ~n=300-800 online consumers 18+ per market who will shop for the holiday season, July 30, 2020–Aug. 2, 2020.

10. Google Data, Global English, July 1, 2020–Aug. 29, 2020 vs. July 1, 2019–Aug. 29, 2019.