Google study on 2019 holiday shopping trends

Google has released new behavioral insights for holiday shoppers for 2019, with tips on how to sell to US consumers. According to Google data, searches for “best deals” through smartphones have grown by 90%, so it should come as no surprise that the No. 1 factor when consumers decide where to buy is which retailer has the lowest price.

Consumers also value the ability to do what they want all on their own, with about 70% of shoppers saying they like it when companies make it easy for them to do what they want without having to talk to anyone. It's also interesting to note that searches for “rewards apps” and “Black Friday deals” increased by 200% this year. Although consumers began shopping before Black Friday, 37% of their holiday shopping was completed the week before Black Friday and Digital Monday.

Here's a look at what most influences American consumers when purchasing goods online. Purchasing Decisions: The Most Influencing Factors Google has divided its data into three categories: hard goods, soft goods, and daily necessities, and these are by far the most influential factors across all categories. Here's what influences US consumers: Cheapest prices Free shipping Sales promotions and discounts Fast delivery Free shipping Product availability Customer reviews Expected arrival date Price comparisons across stores These factors have been found to be less influential for US consumers: Popularity on social media Ability to share product pages Ability to chat with a merchant Non-credit card payments Reviews from family/friends Loyalty rewards program Collateral Customer reviews Brand/company based in the country

This data can be used to guide your e-commerce marketing strategy as to where you should focus your efforts. For example, highlighting the fact that you offer lower prices than competitors is more important than emphasizing that you are a US-based company. You can view the study here.

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