Shoppers' Purposefulness During the Holidays

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As a leader in search services, Google continues to share insights and trends around search queries. In this article, we will look at the key search trends of 2023 that are shaping the way we search and receive information online, and how this impacts business and digital marketing.

Google trends 2023

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People are becoming more mindful of their holiday shopping, spending more time researching product benefits and relying on online resources.Google and Ipsos research80% of holiday shoppers said they researched or browsed products before making a purchase. The remaining 20% ​​said they made an impulse purchase.



Balance of price and quality
According to the latestGoogle research,Shoppers make purchasing decisions based on value for money. 81% of Black Friday and Cyber ​​Monday shoppers in the US want the best price, with 80% of those looking for the best quality. While discounts are still important, perks like high ratings or free shipping have a greater impact on shoppers' choices.



Presence in new media
Byaccording to Google dataThe younger generation was 2-3 times more likely to make purchases using new media and technologies, such as social networks, augmented reality technologies, virtual fittings, online broadcasts, and so on.

With this in mind, companies must be flexible and adapt quickly to the constant changes in the points of interaction between business and audience in order to reach more potential customers, increase brand awareness and boost sales.

Search trends in 2023

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Shopping online is a special atmosphere
Today's consumers use multiple platforms and social networks in their lives. They can easily switch between browsing, searching, and buying because in today's world, information comes at us from all directions. Buying is no longer an event associated with a specific task, but rather a routine that is present in their lives.

People are encountering new products and services while scrolling through social media feeds, streaming video, and playing games. This new phase of commerce is less about how consumers choose which channel to use and more about how close a business can get to their attention.

Search trends 2023

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Growing Influence of Youth
Generation Zis about 30%of the world's population and is projected to make up about 27% of the workforce by 2025. This generation has grown up in a digital world, with a strong online presence and growing purchasing power. This is something retailers should keep in mind when creating advertising campaigns.

Business owners with physical stores should focus on creating a seamless multi-channel shopping experience with in-store digital technology to improve the overall shopping experience. Exploring innovative solutions such as shoppable videos and collecting real customer feedback will play a major role in the company’s success.



Partnership is a trend
Consumers are becoming less loyal to brands and instead choosing products and companies that meet their personal values ​​and needs. This requires businesses and marketers to focus on personalization and innovation through partnerships and collaborations with various other companies, such as apps, financial providers, and social networks.

Search trends 2023
Collaboration of the school of practical communications BAZILIK TA DIYA.BUSINESS.

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More value - less risk
According to recent research, consumers tend to prefer a retailer's overall value proposition over simply buying at the lowest price.More than 70% of peoplesaid they were willing to continue buying from companies that decided to raise their prices as long as they felt they were being treated as a valued customer.

Consumers are becoming more demanding about the value they receive from brands and are concerned about the protection of their personal data. According to Kantar's Global Monitor, nearly 80% of global consumers express serious concerns about the protection of their personal data and privacy online. Another 72% believe there is some risk of their personal data being misused by others or companies.

As the technology landscape continues to change and regulation becomes more complex, retailers and brands need to have a robust process in place to obtain consent for data collection.