Search and Online Holiday Shopping

Excerpts from my latest article at NBC 5 Chicago’s Inc. Well blog: “How Search Impacts Holiday Shopping.”

Most businesses accept online shopping as a necessary part of their business models, and search as an important driver of brand recognition and shopping decisions. With the 2012 holiday season upon us, let’s take a quick look at how search impacts holiday shopping and what you can do today to capture more customers.

My favorite search stats of the season comes from Google’s Holiday Consumer Intentions 2012 Study: Forty-nine percent say that search will influence their holiday shopping decisions. For those shoppers who don’t know what to purchase, 37 percent of consumers say search is their go-to source for gift ideas. And 46 percent of consumers said they’d be shopping around for gifts and deals this holiday season due to the economy.

All in all, 80 percent of holiday shoppers will research products online before deciding what to buy. And they’ll be consulting social media, video and online reviews to help make those purchase decisions. Search has become an integral part of that shopping research process for online and offline shoppers alike….

Read the article in full at Inc. Well »

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Originally posted on Web PieRat.

Holiday Search Trends on Desktop vs Mobile

The key online holiday shopping days have been similar since the Internet went mainstream in the 90’s. What I find particularly interesting is the influence of mobile devices on retail search trends. Google recently released some interesting search data from last year’s (2011) holiday season:

  • Searches on Mobile devices peak on Thanksgiving with Black Friday a close second
  • Searches on desktops peak on Cyber Monday and show strong preference for Mondays after that until Christmas

Other interesting Holiday 2011 shopping factoids released at the same time include:

  • 82% of those surveyed said online influenced which stores they chose to visit
  • 25% used more than one device to shop during Holiday 2011
  • Google predicts 85% will begin shopping on one device and complete the purchase on another during Holiday 2012

See the full Holiday Quick Guide at Think with Google.