The four mindsets of this year's holiday shoppers

How to multiply your holiday performance with Google AI | [Consumer Mindsets]() FOUR CONSUMER MINDSETS THIS HOLIDAY SEASON ‘Tis the holiday season. Okay, not quite, but by the end of next month, 50% of Americans will have holiday shopped over any two-day period and will have completed 29% of their shopping on average1. To get you in the holiday spirit, we’re sharing 4 mindsets that shoppers move through during their consumer journey – and how to best connect with them. Let’s dive in. [Deliberate]DELIBERATE SHOPPERS START RIGHT AWAY Early in the season, shoppers are deliberate in researching & planning their holiday purchases. They put in extra time & effort so that they consider all their options. And a crucial part of their research & discovery is YouTube. If you’re not already in front of holiday shoppers, connect with your account team today. Also, consider Video reach campaigns. Google AI can efficiently maximize reach and frequency so you can make an impact quickly. [Deal Seekers]DEAL SEEKERS LOOK BEYOND CYBER 5 Deal-seekers are engaged, savvy shoppers who are ready to pounce when the price is right. So that they can prioritize quality and value, consumers are making purchases earlier and even extending their shopping window well beyond the well-known Cyber 5 days. In fact, last year’s consumers spent as much in the 3 days following Cyber Monday than Black Friday and Cyber Monday combined 2. Make your deals stand out with Demand Gen. It reaches high-value audiences across YouTube and Google's most engaging and immersive surfaces at crucial moments before purchase. [Determined]DETERMINED SHOPPERS: SO MUCH TO DO, SO LITTLE TIME Time becomes of the essence, so shoppers are urgently looking to buy. Determined to find their gifts, consumers are open to exploring both online & in-store. Last year, the purchasing of new brands – ones that holiday shoppers hadn’t bought in the past – actually increased as the season progressed3. Convert high-intent shoppers with Video action campaigns. Thanks to their ability to optimize toward omnichannel goals with product feeds and local offers, brands don’t have to choose between online conversions and store visits. DEVOTED SHOPPERS EMBRACE Q5[Devoted] After the holiday, shoppers shift to a devoted mindset. Shopping becomes an always-on experience filled with brand loyalty and self-gifting. And consumers are looking for the best post-holiday deals. Last year, as many people were shopping post-holiday as the week before Black Friday and Cyber Monday4. So, it’s important not to go dark after the holiday craze. To build brand love and remain top of mind in the new year, embrace Video view campaigns. Optimized to drive views across all formats, these campaigns allow brands to build a connection by leaning into longer storytelling. Dive deeper into this year’s holiday insights below. And be sure to visit regularly — new insights drop every month. [LEARN MORE]() [Higher Reach] HOW SAMSUNG WON HOLIDAY WITH VIDEO VIEW CAMPAIGNS Samsung was determined to drive campaign efficiency and consideration for their devices during peak holiday season. So, they experimented with Video view campaigns (VVC). They believed a diverse mix of formats that included Shorts mirrored Gen Z’s viewing preferences. And it paid off big time. In a head-to-head test between VVC and standard CPV in-stream campaigns, VVC delivered 16% more views, 70% lower CPMs, and 94% higher reach. It also delivered best-in-class consideration lift5. Samsung’s success shows how experimenting with AI can be a powerful marketing strategy. And thanks to their forward-thinking approach, they’re scaling VVC in their campaigns moving forward. [Google AI] ONE LAST THING The AI revolution may seem new, but Google AI has already been powering so much of what people love about YouTube for a while now. And thanks to AI-powered ad solutions across the funnel, you'll be able to multiply your expertise to drive better results. Leverage Google AI across your media & creative to better connect with today’s viewers. Read on to see how it can help you spend less time executing and more time marketing. [CHECK IT OUT]() Sources 1 Google/Ipsos, Holiday Shopping Study, Oct 2022 – Jan 2023, Online survey, Americans 18+, Gen Pop (n=1016), who conducted holiday shopping activities in past two days (n=618) 2 Google/BCG. Holiday Spending Analysis. Analysis of US Mastercard Credit Card Data November 25, 2022 - December 1, 2022 . Retail Categories included were: Apparel, Department Store, Electronics, Home Furniture & Furnishings, Home Improvement, Jewelry 3-4 Google/Ipsos, Holiday Shopping Study, Online survey, US, n=8,467, Americans 18+ who conducted holiday shopping activities in past two days. Oct 13 2022 – Jan 4 2023 5 YouTube Internal Data, Germany, November 29-December 13, 2022. 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