Google’s Holiday Shopping Report Points Retailers to 3 Key Areas to Focus On

Deals and buying early are on a consumer’s mind

Each year, the holiday season creeps just a bit earlier, and 2019 is no exception.

Target and Walmart each rolled out holiday deals back-to-back, with the former introducing one-day shipping starting Nov. 1 and the latter already offering its “Early deals drop.” With an expected 4% year-over-year increase in retail sales from last year, according to Coresight Research, and six fewer shopping days this year, retailers getting a jump on the holiday can give an opportunity to bulk up sales at a time when concerns of a coming recession are on the tops of executives’ minds.

In a new holiday shopping trends report from Google, three key trends around consumers—like how customers are shopping earlier than Black Friday and Cyber Week—highlight how retailers can make the most of this year’s shorter holiday shopping season.

According to Google’s holiday data, 37% of U.S.



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