While U.S. retailers are getting ready for the holiday shopping season to begin in earnest, shoppers are already turning to Google to research the latest trends and deals.
Ahead of Black Friday and Cyber Monday, Google analyzed recent search data to look at shopping trends and top products for 2016. The top trending brands so far this season include Hatchimals, Nintendo, DJI drones, Pokemon and Trolls.
According to Google's Think With Google team, 76 percent of people who search for nearby products on their smartphones visit a brick-and-mortar businesses within a day. The search giant also has some good news for online shoppers: According to The Wall Street Journal, Google is showing lower prices for some Amazon products than Amazon itself.
Google has added a number of new tools for retailers since last year, including a way to tell how far away people are from stores when they search, which in turn lets retailers know if they're worth targeting with ads and set higher bids on ad buys with specialized promotions. Retailers can also now see which areas drive the most ad clicks.
Here's a look at four trends Google is seeing so far for this holiday season: