The Insighter: Gen Z is shopping at the last minute ⏱

How to reach them when they’re researching                                                     ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ [ Image ] THE INSIGHTER | SEPTEMBER 2024 Counting down to the December shopping surge [The Insighter by Think with Google. A tableau of wrapped gifts and holiday shoppers, in-store and using mobile devices.](=/MTcyLUdPUC04MTEAAAGVoAMvtEMs-7Ww_vTnRLS-m5f1McGuOZPJVsmEDdCyMOYcSY0TMyrckArbXvDxhmAsJdnDb-A=) [ The Insighter by Think with Google. A tableau of wrapped gifts and holiday shoppers, in-store and using mobile devices. ] [[ Welcome to The Insighter, a monthly brief that pairs fresh consumer and marketing research insights with an action plan for growth. We’ll explore a new topic each month. THE INSIGHT December = Crunch Month. More than half of purchases are up for grabs, online and in-store. This is part of the determined mindset, one of [the four mindsets](=/MTcyLUdPUC04MTEAAAGVoAMvtEMs-7Ww_vTnRLS-m5f1McGuOZPJVsmEDdCyMOYcSY0TMyrckArbXvDxhmAsJdnDb-A=) shoppers move through during the holidays. Here are five things to know: - Shoppers leave most of their purchases until December. Last year, the average U.S. holiday shopper had over half of their shopping left to do after Cyber Week. - Gen Z makes even more late purchases. On average, they have less of their holiday shopping completed by December compared to other generations. - Seamless omnichannel experiences are key. Last month, 65% of U.S. consumers planning to shop for the holidays said that they plan to split their time between in-store and online. - There are fewer days for shopping and shipping this December. Cyber Week is five days later than last year, making omnichannel strategies even more critical. - Google can help you connect with all age groups — online and offline. According to consumers, Google properties are the No. 1 resource they use for holiday shopping. This includes Search, Maps, and YouTube. To capture late-season demand, get relevant information — such as discounts — in front of shoppers. Purchase confidence is 3.2X higher among those who feel they found relevant information versus those who didn’t. And confident consumers are 6X more likely to say they would “definitely buy again.” TAKE ACTION Unwrap our [top tips for the holidays](/MTcyLUdPUC04MTEAAAGVoAMvtEMs-7Ww_vTnRLS-m5f1McGuOZPJVsmEDdCyMOYcSY0TMyrckArbXvDxhmAsJdnDb-A=) to help you win the peak days you know and the new ones you don’t. [Yellow decorative icon.] [ Yellow decorative icon. ] Maximize your holiday potential. Leverage Performance Planner’s predictive capabilities to anticipate holiday demand spikes and optimize for better ROI using new Performance Max customer acquisition and profit goals. [Red decorative icon.] [ Red decorative icon. ] Create captivating visuals that resonate. Product Studio uses generative AI to create stunning product images and videos that showcase your brand, from as little as one image. [Blue decorative icon.]() [ Blue decorative icon. ] [[ Need implementation help? Get holiday best practices from our product experts in the latest [Google Ads Academy]() on-demand episode. IN PRACTICE Women’s clothing and lifestyle brand Free People leaned into Google’s omnichannel solutions to differentiate its shopping experience and capture December demand. Free People paired its shopping ads with Performance Max to highlight real-time product information aligned with shoppers’ preferences, emphasizing the convenience of in-store and online fulfillment. It also built priority campaigns with Performance Max, highlighting its most iconic products for self-gifting (a big holiday trend) and gifting to others. Finally, the brand extended shipping cutoffs to just a few days before Christmas with free express shipping. The December double-down paid off. Free People saw 23% year-over-year revenue growth in December 2023. [Learn more](=/MTcyLUdPUC04MTEAAAGVoAMvtEMs-7Ww_vTnRLS-m5f1McGuOZPJVsmEDdCyMOYcSY0TMyrckArbXvDxhmAsJdnDb-A=) Learn more [[ Received this email from a friend? [Sign up here]() Discover more content on [ThinkWithGoogle.com](/MTcyLUdPUC04MTEAAAGVoAMvtEMs-7Ww_vTnRLS-m5f1McGuOZPJVsmEDdCyMOYcSY0TMyrckArbXvDxhmAsJdnDb-A=). This email was sent to {EMAIL} because you signed up for the latest from Think with Google U.S. and Canada. If you don’t want to receive this newsletter in the future, please [unsubscribe here]() (this is a one-click opt-out). © 2024 Google LLC. All Rights Reserved. Google and the Google logo are trademarks of Google LLC. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043. 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