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What Last-Minute Shoppers Are Adding to Their Wish Lists

What Last-Minute Shoppers Are Adding to Their Wish Lists

Black Firday and Cyber Monday might be over, but that doesn't mean shoppers are taking it easy. We're sharing real-time holiday shopping trends that show how last-minute online buyers are making their final purchases.

Teaser: new research shows that holiday shoppers continue to browse and purchase over longer stretches of time, right up to Christmas Day.

In this article:

Last-minute shopper behaviour

Meet the four types of holiday shoppers, each with their own unique behaviours:

  • Evergreen
  • Early bird
  • Deal seeker
  • Last minute

Today we're going to talk about the latter. 70% of online shoppers confess they still had shopping to do in the last week before Christmas. That is the typical last-minute shopper. This customer puts off most of their shopping untill the final push before the holiday.


What last-minute shoppers are adding to their wish lists

Seasonal searches for categories such as books, toys, and games; cosmetics, clothing, and accessories; and home goods, peak in December, compared with electronics, which is more popular in November because of Black Friday and Cyber Monday.


The latest research shows the trending products going into December 2018, and here are a few gifts topping the list:

  • Books: For adults, Michelle Obama’s “Becoming,” and for children, “Elf on the Shelf: A Christmas Tradition”
  • Toys and games: Playsets like L.O.L. Surprise! Pearl Surprise and LEGO 41347 Friends Heartlake City Resort
  • Cosmetics: Eye shadow palettes like Urban Decay Naked 12-Color Palette and Huda Beauty The New Nude Palette
  • Clothing and accessories: Vans Old Skool shoes, MVMT Classic watches, and Christmas sweaters
  • Home goods: Drip coffee makers like the Ninja Coffee Bar CF091

The hottest gifts of 2018

When it comes to holiday gift-giving, it turns out, toys are a mainstream. December usually sees more searches in the Toys & Games category than any other month of the year.

Besides toys, the gift hunt has just begun. Last-minute online buyers are on the prowl throughout December. So here's what they are searching for this season.


Smartwatches are a popular gift during the holiday season. But in 2018, one, in particular, stood out: the VTech Kidizoom Smartwatch DX -- designed just for kids.

Coffee makers are popular this winter, especially in black. The Keurig K-Select B Single Server and the Cuisinart Cofee Center are favorites, but the contemporary Ninja Cofee Bar CF091 is also on the rise.

Two types of speakers are seeking a big upward trend: soundbars for elegant home theatre solutions and waterproof, shower-ready Bluetooth speakers.

Don't forget

Shopping doesn’t end with Christmas, so keep your fingers on the pulse. With gift cards to spend, coupons to redeem, presents to return or exchange, and deals to act on, online shoppers are rushing online.

These engaged folks are eager to spend, making a week between Christmas and New Year's Day an optimal time for special offers and other engagement with consumers. What are shoppers looking for during this time? Deals.

Source: Google/Ipsos, U.S., Omnichannel Holiday Study, 2018