Fascinating new Google insights reveal what all retailers should know ahead of Christmas

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Google has published new research and Google Search insights to help fashion retailers understand current shopping habits ahead of Christmas and Black Friday. The Google Retail Index, conducted with research partner Trinity McQueen, surveyed over 5,000 UK shoppers in September 2022. And the results reveal how fashion consumers think the current economic uncertainty could impact their spending as they prepare for Christmas 2022…

Key findings

  • Almost half (47 per cent) of fashion consumers have bought from a new retailer in the last six months – a significant increase since 2020 when 24 per cent per cent of consumers reported they’d tried a new store
  • Three in four fashion consumers feel “economic uncertainty” has impacted their plans this Christmas
  • 42 per cent of fashion consumers think browsing for products and gauging customer reviews to compare products are more positive experiences online than in-store  
  • When gathering inspiration to decide what to buy, fashion consumers spend most of their time actively browsing for specific products (43 per cent) – as opposed to browsing for fun (32 per cent) or to get inspiration (25 per cent)
  • The majority of fashion consumers spend one to two months gathering inspiration for Christmas shopping – one in five, however, buy on impulse
  • Almost half (46 per cent) of the fashion consumers polled say they will shop around for better deals and discounts this Christmas
  • Half of fashion consumers intend to watch all or most of the England world cup matches live

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Google searches

Concerns about current economic uncertainties are reflected in what Brits are searching for on Google today with searches for “inflation” increasing by 112 per cent year-on-year. Online shoppers are also conducting more research than ever before making a purchase, with big rises in searches of generic terms like “best coat” and “best deals” to compare options. 

Kevin Mathers, MD, retail at Google, comments: “Retailers know all too well that the key to their success lies in meeting their customers where they are, by catering to their evolving needs and preferences. That’s why we’re sharing insights into their customers’ search and shopping habits and plans for the peak shopping season.

He adds: “Our findings point to the fact that people are browsing more, are increasingly open to trying new brands, and respond best to omni-channel shopping experiences, with 30 per cent of UK shoppers today browsing online to decide what they’re going to buy before heading to a physical store to make the purchase. Retailers with strategies to capitalise on these trends will reap the rewards.”

Preparing for Christmas with Google

  1. Automation key during uncertain times

Retailers can feed their first party data into automated toolsto drive the return on advertising spend they want to achieve.

  1. Using marketing campaigns that cover multiple fronts

By connecting sales data across touchpoints, retailers can more accurately measure the impact of marketing on in-store outcomes. 

  1. Tackle challenges by uniting teams 

Omni-channel marketing campaigns are most successful when teams across an organisation break down silos to work together and deliver a seamless experience.