Insight + action plan. First up: the shorter holiday shopping season
ââââââââââââââââââââââââââââââââââââââââââââââââââ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ ââÍ âÍ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â [ Image ] THE INSIGHTER | AUGUST 2024 This holiday shopping season is shorter and the stakes are higher [The Insighter logo. 3 photos show 2 people smiling while working in a clothing store. One of them, wearing a sleeveless white turtleneck, types on a laptop as the other, dressed in a rust-colored short-sleeve shirt, points a scanner at a package.](=/MTcyLUdPUC04MTEAAAGU8C4Ge-hF63VqkQpPLrFYvoHMg_dy9PAvw7OHY7N_I_F99Fdc8I3frPZHx4ENPRZ2wJ3tsZs=)
[ The Insighter logo. 3 photos show 2 people smiling while working in a clothing store. One of them, wearing a sleeveless white turtleneck, types on a laptop as the other, dressed in a rust-colored short-sleeve shirt, points a scanner at a package. ] [[ Welcome to The Insighter, a monthly brief that pairs fresh consumer and marketing research insights with an action plan for growth. Weâll explore a new topic each month. THE INSIGHT Continued inflation + a shorter-than-usual holiday shopping season this year = discerning, time-crunched shoppers. This is a double whammy for retailers. Letâs dive in: - Shoppers are becoming more discerning â 61% of U.S. consumers said they canât afford to make the wrong purchase decision.
- They are researching and planning earlier than ever â 34% of U.S. consumers said they already started their holiday shopping in July, up from 28% last year.
- Much of this early research takes place on YouTube. Online video shoppers are 3.9X more likely to start on YouTube than any other platform.
- These are deal-seeking and deliberate shopping behaviors, two of the four [mindsets](/MTcyLUdPUC04MTEAAAGU8C4Ge-hF63VqkQpPLrFYvoHMg_dy9PAvw7OHY7N_I_F99Fdc8I3frPZHx4ENPRZ2wJ3tsZs=) shoppers move through as they traverse their holiday shopping journeys.
- Thanksgiving falls especially late this November, leaving fewer shopping days than usual. So what are retailers to do? Start building consumer confidence now, so youâll see a greater return on your bottom line. Confident consumers are 10X more likely to be very satisfied after buying, and 6X more likely to want to buy again. The most confident shoppers have higher category knowledge, more relevant information, and relationships with brands thanks to previous purchases. TAKE ACTION Register for [Think Retail 2024](), Googleâs virtual holiday-readiness event on August 27, where youâll learn how to win the peak days you know and the new ones you donât with Google AI. Featuring: [Icon: a wrapped gift with a bow.](=/MTcyLUdPUC04MTEAAAGU8C4Ge-hF63VqkQpPLrFYvoHMg_dy9PAvw7OHY7N_I_F99Fdc8I3frPZHx4ENPRZ2wJ3tsZs=)
[ Icon: a wrapped gift with a bow. ] [[ Holiday 2024 insights that you can only get from Google and YouTube, and a look at how macroeconomic factors and the election are impacting shopping behaviors [Icon: one dialogue box overlaps another.](=/MTcyLUdPUC04MTEAAAGU8C4Ge-hF63VqkQpPLrFYvoHMg_dy9PAvw7OHY7N_I_F99Fdc8I3frPZHx4ENPRZ2wJ3tsZs=)
[ Icon: one dialogue box overlaps another. ] [[ Google product expert workshops, where you can bring your plans, challenges, and questions to test approaches and fine-tune your holiday strategy [Icon: A vertical bar chart shows increasing gains.](=/MTcyLUdPUC04MTEAAAGU8C4Ge-hF63VqkQpPLrFYvoHMg_dy9PAvw7OHY7N_I_F99Fdc8I3frPZHx4ENPRZ2wJ3tsZs=)
[ Icon: A vertical bar chart shows increasing gains. ] [[ Peer success stories to show how best-in-class retailers, including Adidas, Free People, and Movado, are amplifying their holiday results with Google IN PRACTICE The Brand Athletic Propulsion Labs, commonly known as APL, is the world leader in luxury performance footwear. The Challenge During the 2023 holiday season, APL not only wanted more ways to increase overall sales, but also to find new buyers. The Approach APL generated valuable leads during Cyber 5, the five days between Thanksgiving and Cyber Monday, and used AI to follow up throughout the season and beyond. It leaned on Performance Max to optimize engagement across Google platforms, automatically matching ads to individual customer preferences â whether it was comfort, style, performance, or a combination. The Outcome By combining timely seasonal deals with yearlong strategies like Performance Max, APL achieved 20% new customer growth and 23% revenue growth during the 2023 holiday season. The team was then able to reinvest time and funds into their long-term creative strategy and testing new ideas. [Learn more]()
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