Copyright Business Insider
Written by Samantha Gelinas, research and insights manager at Google The 2025 holiday season is already in full swing, and your customers aren't waiting. They're entering this season cautious but decisive. Initial consumer forecasts suggest that spending will remain stable, with Americans planning to spend an average of $1,007 on gifts — a historically elevated figure that may translate to strong 4% to 5% growth in holiday sales.1 In fact, as of mid-October, 40% of shoppers are "absolutely certain" about the gifts they need to buy, a significant increase from 32% in 2024.2 This means that demand is queued up and ready to convert. For retailers, every moment of hesitation now is a potential sale handed directly to a competitor. This isn't just a forecast; it's a real-time signal. Based on our latest proprietary data — with key insights gathered in just the past few weeks — here are three immediate actions you can take to ensure those ready-to-buy shoppers choose your brand. 1. Win the 'research race' to close the sale Today's journey from discovery to decision is deliberate. Spontaneous purchases are down, and research is paramount: 83% of early October holiday purchases were researched beforehand, which is significantly higher than the same time last year (77%).3 Customers are double-checking prices, reviews, and details before they buy. Most shoppers use Google or YouTube during the holidays4, because that's where shoppers go to build the confidence they need to finally click "buy." Your move Be always-on. Holiday shoppers typically make purchases from October through January, so don't limit your campaigns to just Black Friday. Maintain a consistent presence throughout the season to capture sales whenever they happen. Remove friction between online and offline channels. 71% of US holiday shoppers are omnichannel, jumping to 79% for Gen Z.5 A great product at the right price won't convert if the path to purchase is complex. Build trust and confidence with Search and YouTube. Search is the no. 1 way shoppers confirm facts like quality and durability, good reviews and ratings, and brand reputation.6 And, according to a 2024 Traackr survey in the US, YouTube was ranked as the no. 1 choice for product reviews and product information by all consumers, including millennials and Gen Z.7 Partner with trusted creators. Give shoppers the final vote of confidence they need. 82% of viewers in the US agree that YouTube has the most trusted creators.8 The YouTube Shopping affiliate program puts your products in the hands of hundreds of thousands of those creators. They can tell your story and drive sales with unmatched authenticity. 2. Rely on the engine that drives real growth In a volatile economy, you need advertising that delivers proven results, not just impressions. Google and YouTube provide the stability and scale necessary to hit your numbers. It's where shoppers are. At any point in the holiday season, Google and/or YouTube are consistently used by four out of five holiday shoppers. This has remained true for the past five years despite shoppers using more touchpoints and the emergence of new social media and shopping platforms.9 It's where Gen Z shops. Despite the buzz around other platforms, 91% of Gen Z use Google and YouTube for their holiday shopping, making it their no. 1 resource.10 It drives more sales. Holiday shoppers using Google or YouTube are 1.6 times more likely to make a purchase.11 Your move Bend the auction to meet your demand goals. Leverage your data and AI to bid more aggressively for high-value prospects while simultaneously protecting margins when engaging loyal or lapsed customers, maximizing both budget efficiency and measurable growth. Generate new demand on proven channels. Invest in everyday moments that prioritize high-value customer connections. Tap into Google's immense scale to deliver visually stunning ads that grow demand across premium channels like YouTube, YouTube Shorts, Discover, and Gmail. Own the final decision. Customers are at their most engaged — and valuable — when they are making a final choice. This high-intent decision-making happens across Google's ecosystem. Push shoppers over the line by aligning your best offers, from discounts to delivery guarantees, to the precise moment they are watching a final YouTube review or comparing products on Search. 3. Plan for the bonus round Many retailers make the costly mistake of winding down after Christmas. This is a massive missed opportunity. Shopping behavior data indicates that the two-week period from December 26 to January 8, often referred to as "Q5," is one of the most profitable windows of the year. Throughout this window, people aren't just casual browsers; they're high-intent shoppers actively searching for deals and seeking to treat themselves. During Q5, shoppers are using more resources and taking more actions than at any other point in the season.12 And after the holidays, shoppers are most likely to buy: 87% of their shopping occasions result in a purchase.13 For retailers, this is the most critical time to be present, to re-engage shoppers who may have been too busy during the holiday rush, and to reconnect with loyal customers. The real prize here is a higher average transaction value. In the US, 61% of shoppers spend more than the gift card's value when redeeming, for an average of $31.75 more than the card's value.14 This "top off" spending can boost sales and margin long after your competitors have gone quiet. Your move Stay live. Don't go dark after December 25. Plan now to maintain or even increase your budget during Q5 to capture the wave of high-intent buyers and reconnect with your loyal customers. Remove friction. Make it easy for shoppers. Ensure your mobile checkout is flawless, highlight fast shipping, and use your Google Business Profile to show accurate local inventory for post-holiday returns and exchanges. The demand is there. The holiday shoppers are ready. The clock is ticking. Will you be there to meet them? Learn how Google Ads can help you capture the hearts (and wallets) of ready-to-buy holiday shoppers. This post was created by Google Ads with Insider Studios. 1. Gallup, U.S. Holiday Shoppers Plan to Spend Briskly, U.S., Oct 28, 2025. 2. Google-commissioned Ipsos Holiday Shopping Study, U.S., online survey, consumers 18+ who conducted holiday shopping activities in the past two days, n=588, Oct. 9, 2025—Oct. 15, 2025. 3. Google-commissioned Ipsos Holiday Shopping Study, U.S., online survey, consumers 18+ who conducted holiday shopping activities in the past two days, n=1,189 holiday purchases, Oct. 9, 2025—Oct. 15, 2025. 4. 12 Google-commissioned Ipsos Holiday Shopping Study, AU, BR, CA, FR, DE, MX, U.K., U.S., online survey, consumers 18+ who conducted holiday shopping activities in the past two days, n=37,15 holiday purchases, Oct. 10, 2024—Jan. 15, 2025. 5. Google-commissioned Ipsos Holiday Shopping Study, U.S., online survey, n=8,465 consumers 18+ who conducted holiday shopping activities in the past two days, Gen Z n=1,301, Oct. 10, 2024—Jan. 8, 2025. 6. Google-commissioned Ipsos Consumer Continuous Study, U.S., n=1,003 online consumers 18+ per market, June 4, 2025—June 10, 2025. 7. Traackr 2025 Influencer Marketing Impact Report, U.S., n 1,000 individuals surveyed, competitive set includes Facebook, Instagram, Reddit, Snapchat, TikTok, and X, Sept. 2024. 8. Google/Kantar, Future of Video, U.S., n=1,001 YouTube viewers, n=2,160 weekly video viewers 18—64, competitive set includes nine market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Max, Facebook, Instagram, TikTok, and Snapchat, Jan. 28, 2025—Feb. 10, 2025. 9. Google-commissioned Ipsos Holiday Shopping Study, AU, BR, CA, FR, DE, MX, U.K., U.S., online survey, consumers 18+ who conducted holiday shopping activities in the past two days: 2019 (n=28,181), 2020 (n=29,644), 2021 (n=29,391), 2022 (n=34,932), 2023 (n=34,465), 2024 (n=37,151), Oct. 10, 2024—Jan. 8, 2025. 10. Google-commissioned Ipsos Holiday Shopping Study, AU, BR, CA, FR, DE, MX, U.K., U.S., online survey, Gen Z consumers 18+ who conducted holiday shopping activities in the past two days, n=6,770, Oct. 10, 2024—Jan. 8, 2025. 11. Google-commissioned Ipsos Holiday Shopping Study, AU, BR, CA, FR, DE, MX, U.K., U.S., online survey, consumers 18+ who conducted holiday shopping activities in the past two days, used Google/YouTube for holiday shopping in the past two days (n=30,297) vs. did not use Google/YouTube for holiday shopping in the past two days (n=6,505), Oct. 10, 2024—Jan. 8, 2025. 12. Ipsos commissioned by Google, Holiday Shopping Study, online survey, AU, BR, CA, FR, DE, MX, UK, US, Consumers 18+ Who Conducted Holiday Shopping Activities in the Past Two Days. n=37,151. October 10, 2024 - January 8, 2025. 13. Google-commissioned Ipsos Holiday Shopping Study, AU, BR, CA, FR, DE, MX, U.K., U.S., online survey, consumers 18+ who conducted holiday shopping activities in the past two days, n=21,463 holiday purchases, Oct. 10, 2024—Jan. 15, 2025.
