Google searches for Black Friday up by 138%+ Year over Year

Christmas season is upon us and the seasonal shopping period has kicked off with Google searches for “Black Friday” up +138% year over year (YoY) and “Christmas” up +41% YoY, indicating that shoppers are planning for Christmas earlier. Searches for “Gifting” are up +40% on last year and “Christmas decorations” are up +42% which also shows potential early shopping behaviour.

As well as researching what to buy, Irish shoppers are also keen to shop local online with searches for “near me” increasing by 50% YoY indicating that Irish retailers who are visible and accessible online could benefit from those shopping earlier. One driver of shoppers starting earlier is the ongoing supply chain disruption which is causing logistical challenges that savvy consumers want to avoid.

Commenting, Alice Mansergh, Director for Small Business at Google said,

“Google searches show consumers are thinking about Christmas shopping already, and are searching online to research and buy earlier, perhaps to get ahead of any supply chain issues.  It’s heartening to see all the opportunities for local Irish businesses to connect with their consumers. 

“Many businesses moved online during Covid, and this year’s trends show consumers are as keen to research and buy online as ever. By being digitally present, businesses can capture Christmas shopping demand and can help consumers ‘buy local’ online.”

In Ireland, nearly two thirds (68%) of organisations are prioritising enhancing their customers’ online experience as it has become more important than ever for retailers to “stand out” and to be discoverable online.  This is why Google is now launching tailored recommendations for every business with its Local Opportunity Finder. This new, free online tool is part of the Google for Small Business platform and offers personalised help to businesses to enhance their visibility, and to reach existing and new customers who are looking for products while avoiding the supply chain challenge.

Retailers can simply enter the name of their business into this easy-to-use tool, and Google will provide customised solutions to enhance their presence on Google Search and Maps — all in under five minutes.

The Local Opportunity Finder tool joins Google’s previously announced portfolio of free tools and resources for Irish SMEs since the onset of the pandemic:

• Any businesses hoping to start reaching customers immediately can do so by setting up a free Google Business Profile and simply adding their location and contact details, in addition to photos of available stock and other details like availability of click and collect and delivery options.

• Google for Small Business is designed for small Irish businesses and provides a free step-by-step guide to taking a business online, from setting up a Google Business Profile to creating a website, along with tips and advice on how to reach and grow a customer base.

• Other Google tools and resources such as free digital skills training is accessible for Irish SMEs on the Grow with Google website.

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