Consumers are becoming more meticulous in their online shopping habits, especially in anticipation of Black Friday. Recent data from Google reveals that searches have surged by 30% compared to last year. The study, conducted with Trinity McQueen, utilized the Google Retail Index to analyze consumer behavior, emphasizing the strong interest in fashion and beauty products. Over the past three months, searches for “best coat” have skyrocketed by a whopping 387%, while searches for “best deals” and “best hair product” have experienced a 50% increase.
As the holiday season approaches, a survey of 5,000 UK shoppers has unveiled that economic uncertainties weigh heavily on their minds, prompting potential alterations to their shopping plans. Google Search Trends indicate a 112% surge in searches for “inflation” compared to the previous year.
Within the fashion sector, 75% of consumers stated that economic uncertainty has impacted their Christmas plans. However, 60% of them intend to spend the same amount as they did last year. The majority of fashion shoppers dedicate one to two months to gather inspiration for their holiday shopping, although 20% admit to making impulse purchases. An interesting finding is that 47% of fashion consumers have made purchases from previously unfamiliar retailers within the past six months, a significant increase from the pre-pandemic period when only 24% did the same.
In the sportswear consumer segment, 80% have acknowledged that economic uncertainty influences their Christmas plans. Surprisingly, 25% of them plan to spend more than they did last year. Additionally, 43% of sportswear shoppers will actively seek better deals and discounts due to the current economic climate. There has been a notable increase, with 67% of sports shoppers trying out new sports brands or retailers in the past six months. Notably, sportswear consumers are less inclined to shop in physical stores compared to general apparel consumers, and demand for sportswear is expected to surge during the upcoming football World Cup.
Within the beauty category, 80% of consumers express their intent to spend either the same amount or less this Christmas. Among them, 49% have made purchases from previously unfamiliar retailers within the past six months. Additionally, over half (57%) of beauty consumers opt to browse online before making an in-store purchase.
Kevin Mathers, the Managing Director of Retail at Google, underscores the significance of these findings as they highlight the rising trend of browsing and consumers’ willingness to explore new brands. He also emphasizes the importance of omnichannel shopping experiences, with 30% of UK shoppers engaging in online browsing before making in-store purchases. Retailers who strategize accordingly to take advantage of these trends are poised to reap the rewards.
Useful Links:
1. Google Retail Index: Access the Google Retail Index for more insights into consumer behavior and market trends.
2. Trinity McQueen: Learn more about Trinity McQueen, the research and insight consultancy that partnered with Google for this study.
