Insights on a budget: LEVERAGING FREE DATA FOR SMART DECISONS

Who says you need to spend big to gain big insights? Tools like Google Trends make it possible to understand what customers want and when they want it, without spending a dime. With Google Trends, you can see what’s top of mind for Canadian shoppers and whether you’re a small business, marketing professional, or just someone looking to better understand holiday shopping patterns, you will find practical insights to help make smart decisions.

Google Trends Index: Interpreting the Data

Let’s start by getting familiar with the data. The Google Trends Index offers a glimpse into how popular a search term is relative to all other Google searches. Each term's popularity is scored on a scale from 0 to 100, where 100 marks peak interest in the term at a specific time, and lower numbers show how the interest compares to that high point.

For example, in 2023, the search term “Black Friday” scored 100 in Canada on Friday, November 24. This indicates the highest level of interest for this keyword on that day. Since the score dropped to 55 the next day, it would mean search interest fell to just over half of what it was at its peak.

Though Google Trends doesn’t show exact search volumes, the Index is a powerful metric to track shifts in attention over time, revealing what’s trending, when, and by how much.

Keep in mind that the index reflects the relative interest in a search term over time and, if multiple keywords are analyzed together, compares their popularity against each other.

Unlocking Holiday Shopping Trends

Now, let’s put this data into action! For anyone planning holiday marketing campaigns, understanding what people search for, and when, can be incredibly valuable.

The following analysis explores the relative search interest for terms like “Black Friday,” “Cyber Monday,” “Boxing Day,” “Gift,” and “Deal” using Google Trends Index data from October to December, spanning 2020 to 2023.

By examining the popularity of these search terms, we can gain insights into customer gift shopping and deal-hunting behaviours around the holidays.

Keyword Insights for Canadian Retailers

Searches for “Gift” consistently peak in early-to-mid December, aligning with holiday gift shopping. This pattern indicates that Canadians are likely planning and searching for gifts closer to the holidays, with steady interest in finding ideas.

Recommendation:

Marketers should emphasize gift-focused messaging throughout December, targeting last-minute shoppers and highlighting convenient, quick-to-purchase options.

The term “Deals” shows high interest around Black Friday and Cyber Monday, with additional activity around Boxing Day. The interest pattern suggests Canadians are increasingly deal-driven, especially during known sales events.

Recommendation:

Campaigns should focus on deals during late November for Black Friday and Cyber Monday and renew interest again for Boxing Day, which captures Canadians looking for post-holiday discounts.

Interest in “Black Friday” has shown growth in Canada, reflecting an increasing alignment with U.S. shopping events. Black Friday is one of the strongest keywords, with high interest in November.

Recommendation:

Retailers should allocate a substantial portion of their holiday marketing budget to Black Friday promotions. Early marketing efforts in November will help build anticipation, while peak advertising should focus on the week of Black Friday.

“Boxing Day” remains a key shopping event in Canada, showing consistently high interest in late December. Despite the rise of Black Friday, Boxing Day maintains its relevance, especially as a post-Christmas shopping event.

Recommendation:

Emphasize clearance and end-of-season deals during Boxing Day. Promotional campaigns in the days following Christmas should focus on “last-chance” and “year-end” deals, tapping into Canadians' continued interest in Boxing Day sales.

A Holiday Funnel Strategy for Canadian Retailers

A well-structured holiday funnel strategy helps marketers connect with consumers at each stage of their buying journey, from building early awareness of deals to closing sales during key shopping events like Black Friday, Cyber Monday, and Boxing Day.

In the following strategy, we break down how Canadian retailers can best leverage each funnel stage to optimize their holiday marketing efforts and drive seasonal success.

Early OCtOBER - EARLY noVEMBER

Objective: Build early brand recognition and excitement around Black Friday and Cyber Monday deals.

Approach: Use engaging video and display ads across social media and popular websites to showcase upcoming deals or top products that will be featured on Black Friday/Cyber Monday. Focus on gift-worthy items, unique product benefits, and early-bird specials to grab attention and build anticipation.

Message: “Get ready for the best Black Friday deals!” or “Exclusive holiday savings coming soon!”

Early novEMBER to mid-novEMBER

Objective: Increase interest in your Black Friday/Cyber Monday deals and holiday gift options.

Approach: Share content that helps shoppers dive deeper into your offerings, such as holiday gift guides, influencer reviews, and sneak peeks of Black Friday deals. Highlight the value and quality of your products to encourage customers to consider your brand for holiday shopping.

Message: “Explore top gifts for everyone on your list,” “Sneak peek: Unmissable Black Friday deals!”

Mid-novEMBER - LATE novEMBER

Objective: Capture high-intent holiday shoppers ready to make their Black Friday/Cyber Monday purchases.

Approach: Activate retargeting ads that promote specific Black Friday/Cyber Monday deals and emphasize value, discounts, or product scarcity. Feature price comparisons, bundle offers, or incentives like free shipping. Ensure checkout is quick and easy, as many shoppers will be comparing deals across multiple sites.

Message: “Don’t miss out—exclusive Black Friday savings start now!” or “Limited stock: grab these holiday deals before they’re gone!”

Early December - LATE December

Objective: Capture shoppers focused on finding the perfect holiday gifts as they shift from deal-hunting to gift-buying.

Approach: Use search and display ads targeted around holiday gift keywords, such as “gift ideas” and “last-minute gifts.” This is a prime time for ads emphasizing convenience, such as quick delivery or in-store pickup, along with wish lists and curated gift guides.

Message: “Find perfect gifts for everyone on your list,” “Last-minute gifts with fast shipping!”.

Late December -Boxing Day

Objective: Target shoppers who are looking for post-holiday and Boxing Day deals.

Approach: Retarget customers who browsed or added items to their carts during the season with exclusive Boxing Day offers. Highlight limited-time discounts, clearance items, and special holiday bundles that appeal to savvy shoppers looking to take advantage of post-holiday deals.

Message: “Score big savings on Boxing Day!” or “Only for Boxing Day: Up to 50% off!”

Boxing Day through January

Objective: Encourage final purchases with urgency-focused messaging.

Approach: Use retargeting and urgency-driven ads to close sales on Boxing Day and into January, reminding customers of the last chance for holiday discounts. Showcase cross-sell opportunities with related products or services.

Message: “Final hours: last chance for Boxing Day deals!” or “New year, new savings—shop today!”

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