Google’s 2024 Holiday 100 list offers valuable insights for retailers to optimize inventory and ad strategies in a challenging season.

Google’s Holiday 100 list for 2024 highlights trending gift ideas across various categories, driven by top search trends, including:

• Nostalgic Y2K items.
• Unisex fragrances.
• Comfy “pillowsacs.”
• Kid-friendly digital audiobooks.
• Popular fashion staples, like ballet flats and slogan T-shirts.

The list aims to simplify holiday shopping by curating popular items based on rising search interest in the U.S.

Why we care. Knowing which products will be most sought out by consumers is crucial for retailers, but this holiday season, it’s even more important due to economic challenges and declining job availability.

If you’re selling some of these trending products, you might want to evaluate your inventory in light of the heightened demand, as Google research shows that 59% of shoppers already know what they want to buy for Christmas.

Smaller retailers should lean into first-party data to understand what loyal customers really want and give it to them. All retailers should be fully aware of how Google is prioritizing your Performance Max or Shopping Ads – this could be critical for your success.