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Google Publishes New Guide to Evolving Shopping Behaviors in 2020



Christmas is just 70 days away, and the holiday shopping season is already ramping up.

And given the impacts of 2020, every business will be seeking to maximize its opportunities, as best it can, within the period. To help with this, Google has published a new, 27-page guide on evolving shopping behaviors, based on search trends, along with advice on how businesses can align their promotions with the same.

You can download the full guide here, but below is an overview of the key points.

The guide puts a spotlight on five key trends that marketers need to be aware of, and provides in-depth breakdowns for each.

The first is a longer shopping cycle – Google says that 62% of US shoppers are planning to start holiday shopping earlier this year to avoid crowds and missing out on items. 

“This means retailers will need to rethink the usual timelines for Cyber Monday and Cyber Week to help shoppers already looking for special offers and deals this October.”

I mean, crowds seem like less of an issue than normal, if anything, but the broader point is that people are already searching for holiday items, and increasingly, they’re doing so online. Which has also lead to a change in what people are looking for from retailers.

Google Shopping Guide

Google advises brands to think beyond the regular big shopping days, and to offer deals and discounts in order to maximize exposure.

The growth of eCommerce is also key to Google’s next point – 69% of US shoppers are planning to shop online for the holidays more than they have in previous years.


That makes logical sense, given social distancing orders and closures, but it also means that many first-time digital shoppers will be in the market.

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“Due to this overall trend toward online shopping this year, retailers will need to be ready to offer helpful, frictionless shopping experiences for more first-time online shoppers.”

Google advises brands to ensure their digital processes are streamlined and simplified, and to test the mobile-friendliness of their site via its ‘Test My Site‘ tool. 

Google also notes that consumers are increasingly searching for information online, not in-store.

Google shopping trends

Google also notes that searches for “available near me” have grown over 100%, year-over-year, while searches for “curbside pickup” have grown over 3,000% across the globe.

The trends are clear – you need to ensure that your online listings are complete and address all relevant search terms, while also catering to evolving behaviors. Google’s Shopping Insights provides product and ctaegory-specific notes on these elements.

Shoppers are also looking to contribute to causes, and give back where they can in 2020.

“66% of US holiday shoppers say they will shop more at local small businesses – retailers are being called to action to help local shoppers identify them and make it as easy as possible to discover their products and make a purchase.”

Google says that brands can align with this by sharing their story, and specific insights about their business, as well as any local causes you’re looking to support.


And lastly, Google notes that many shoppers are trying new brands for the first time. Which Google has various ad options for:

Google shopping trends

The full guide includes more in-depth rundowns on each point, and more data points to reinforce the logic, and it’s definitely worth a look for those looking to maximize their promotions, especially via Google’s tools.

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And you should update your Google My Business profile, and consider the available tools and options. As the report shows, people are shopping more than ever online, and they’re using Google to find new businesses.

These tips will help your business get found, and expand your opportunities.


LinkedIn’s ‘Funny’ Reaction Looks to be Getting Closer to Release



LinkedIn's 'Funny' Reaction Looks to be Getting Closer to Release

Get ready to express yourself in a new way on LinkedIn, with its ‘Funny’ reaction getting closer to release.

As you can see in this image, posted by app researcher Nima Owji, LinkedIn’s looking to expand on its current reactions set with a new ‘Funny’, laughing emoji, so you’ll soon have another way to register quick response to those hilarious classics, like…

Linkedin post example

Which, in all honesty, don’t seem to really fit on LinkedIn – and even worse, many platform ‘influencers’ just steal memes like this from other platforms then re-post them to LinkedIn, and get all the credit in the forms of Likes and engagement.

But there’s always room for some laughter and jokes – and on LinkedIn, the ‘laughing’ reaction has actually been one of the most requested updates.

Indeed, back in February, as part an update of his team has been working on, LinkedIn’s Chief Product Officer Tomer Cohen said that:

“One of the top requests we got was for a laughing emoji reaction. We hear you loud & clear and we agree. Humor is indeed a serious business.”

LinkedIn has also added other emoji response options in the past, including the ‘Support’ reaction that it rolled out in June 2020, in response to posts about the pandemic. ‘Funny’ will be the next element, which, based on user interest, could add some value to the app.

There’s no official word from LinkedIn as to when it’s going to go live with its ‘Funny’ addition, and it hasn’t been added to its Help page for Reactions as yet (LinkedIn normally updates its Help pages before going live with new features). But it does seem to be getting close, with this format and visual style looking very pretty much complete.


We’ve asked LinkedIn for more info and we’ll update this post if/when we hear back.

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