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Google reports on changes in consumer behavior for holiday season 2020

31 December 2020 (Edited 31 December 2020)

96% of advertisers believe the pandemic will cause long-term changes to advertising

The December 2020 update from the Google Ads Research and Insights team finds:

  • Hot products this holiday season - based on searches - included air fryers, mixers and laptops.
  • Also frequently searched for were:
    • "stocking stuffer ideas" (+70% vs. 2019)
    • "last minute diy gifts" (+ 400%)
    • "drive through Christmas lights" (+400%)
    • "what is the cheapest" (+50%)
    • cooking holiday meals at home ("turkey gravy recipe" +100%)
    • shipping gifts (+90%)
    • Christmas movies (+60%)

The survey also found:

  • 57% of survey respondents said they're shopping online more this holiday season.
  • 66% of holiday shoppers browsed for gift ideas online, not in stores.
  • Respondents reported buying for the first time more things like groceries and toiletries for themselves online.
  • 56% reported shopping more at local small businesses.
  • From 1Q2020 to 2Q2020 there was a more than 70% increase in US viewers renting movies on streaming services, and a more than 60% increase in digital movie purchases.

What businesses are doing

  • 96% of advertisers believe the pandemic will cause long-term changes to advertising: more focus on campaign effectiveness, more investment in digital.
  • Only 35% of C-level executives said they're confident of being able to influence peers and drive changes - down from 55% in 2019.
  • Digital marketing has become more important for reaching young consumers who are heavy users of social media.

Comment: Yet one more justification for moving more ad spend to digital. (See also the Related Articles, below.)

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External Article: https://services.google.com/fh/files/misc/insights_briefing_dec_pgi.pdf

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