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Google/OTX study Insights Into Tis the Season for Shopping Smart

Using Insights for Search and research data from a Google/OTX study, Google took a look at some search trends from consumers in the U.S. — a new kind of shopper, the rise of mobile and a near-seamless online-to-store connection — and then satisfied our inner cool-seeker by taking a look at some of the most searched-for holiday gifts.

  • New shopper: This year’s holiday shoppers are the smartest searchers in history. They’re searching for more specific terms and looking for more info — from printable coupons to take into their local store, to location of said stores; some people are even scanning barcodes to get more info about a product.
  • “the year of mobile,” people are embracing access to info on the go. People are using their mobile phones to compare prices, look for store locations and inventory in stock locally, and find deals.
  • Online meets offline: This year, both consumers and retailers are thinking about shopping differently. Retailers are integrating things like inventory data across channels so that people can find what they’re looking for easily, online and off. Search queries show this crystal clear connection between information-hunting online and purchasing offline.
  • Hot holiday gifts: Each holiday shopping season brings with it a number of buzzworthy toys. Those looking for toys for all ages have recently looked for information related to [squinkies], [lalaloopsy], [educational toys] and [ereaders]; searches for all of the above have risen dramatically in the past 30 days, as have searches for classic toys such as [legos] and [cabbage patch kids].

    For lovers of a different kind of gift, a royal engagement may have prompted a rush on sapphire rings; searches for the same have risen dramatically in the past 30 days.


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