These Are B.C.’s Top-Searched Gifts For Black Friday + Cyber Monday

As British Columbians gear up for Black Friday and Cyber Monday, Google Canada reveals fascinating insights into the province’s top trending product searches. From nostalgic toys to mobile-first tech and outdoor essentials, we asked Alanna Fiedler, Google Canada, Vancouver Spokesperson how B.C. shoppers are embracing this holiday season with a mix of practicality, style, and innovation. —Noa Nichol

What are some of the key trends you’re noticing in British Columbia’s shopping habits heading into Black Friday and Cyber Monday?

We’re seeing shoppers in BC really embrace the outdoors, with searches rising for items like “waterproof jacket”, “snowboard”, or “swim boots”. The 90s are also making a comeback, with searches for fashion staples like “thigh high socks” and “wrap skirt”. This nostalgia is bleeding into the toys category as well, as we’re seeing some millennial favourites make the list, like “Transformers”, “Beanie Babies” and “Hot Wheels.”

How are nostalgia and retro influences, such as the resurgence of items like Beanie Babies and Transformers, shaping holiday shopping trends in BC?

These nostalgic and retro influences are certainly making a change in BC, especially for toys. What we see for toy shopping lists in BC this year is the heft of Millennial buying power. The largest generation’s nostalgia is highlighted in the toy category. Beyond the throwback toy trends Millennials are sharing with their loved ones, classic games like “Crokinole” and collectible lines like “Littlest Pet Shop” are also trending, showing the enduring appeal across these categories.

Outdoor gear and activewear are popular in BC. How do these trends reflect the lifestyle of British Columbians, and what items are particularly hot this year?

This trend truly demonstrates BC’s love for the outdoors and staying active. In addition to waterproof jackets, snowboards, and climbing, “Uniqlo Pufftech Volume Parka”, “swivel eashook” and “North Face Aconcagua Hoodie” also made the top 10 list.

Above all of these outdoor items, though, sneaker-heads’ searches for “LeBron 19 Basketball Shoes”  were featured in the top spot for apparel in BC.

With mobile-first tech like Bose earbuds and flagship smartphones trending, how do you think technology is influencing holiday shopping behaviours in BC?

The combination of these searches points to mobile-first Black Friday and Cyber Monday tech shopping in BC and the growing popularity of content creation with “mini tripod” searches trending.

BC shoppers are also searching for more niche tech solutions like “battery testers”, “3D television,” and “Wii adapter for PS3” revealing more specific interests.

What role does AI play in enhancing the shopping experience for consumers and businesses during the holiday season? Could you provide some examples?

AI is the gateway to winning shoppers this holiday season as it will be the only way retailers can predict their customers, predict their sales and assure they have the inventory needed to get through the holiday season. If retailers are not thinking about how to incorporate AI into their shopping experiences – whether in-store or online – then they’re already behind their competition.

There’s a number of ways AI can help retailers through the holiday season including AI-powered advertising solutions that help retailers find new customers; AI-powered customer service chat bots; and using AI to enhance creativity. With AI, retailers can generate new scenes for your product image to be positioned within for a seasonal campaign or even just increase the resolution of a low resolution image.

Home goods, like dining tables and whisky glasses, are trending among British Columbians. Do you see this as a sign of increased interest in hosting and home-focused gifts this year?

‘Tis the season for hosting. Many consumers choose to host and dine at home over the holiday’s, so many consumers are purchasing hostess gifts, or replacing some of their own items. Additionally, Black Friday & Cyber Monday is when many consumers buy higher ticket items for their home. For example, searches for appliances like for “KitchenAid stand mixer” and “upright freezer,” are trending alongside larger furniture like “sofa beds” and stylish items like the “Togo sofa.”

What advice would you give retailers in BC to better prepare for the holiday shopping season based on these trends?

The most intriguing thing about the cyber period we’re in, is it’s actually much longer than you think. It’s no longer Cyber 5: It’s practically a Cyber fortnight, as the intense buying period lasts 12 days. If you look at online search behaviour, Google searches for deals rise in the ‘shoulder days’ that ramp in and out of Black Friday and Cyber Monday. If retailers are not taking advantage of the days before and after, you’re missing out on the true opportunity. Shoppers have come to expect great deals during Cyber 5, but many retailers have begun releasing deals early or keeping them active the days following Cyber Monday, and shoppers have taken note.

Additionally, based on the way the calendar falls this year, Black Friday is at the latest date possible, which means that the prime holiday shopping period after this weekend is five days shorter. Retailers need to be mindful of the condensed shopping season. Each shopping day is going to be worth more, each shopping day has more risk at stake, and there’s less margin for error in your marketing efforts.A shorter December season also means the shipping cutoff arrives sooner. That means retailers need to prepare for more last minute in-store traffic with a seamless omni-channel plan.

How can shoppers use tools like Google Shopping more effectively to find the best deals and ensure they’re getting genuine value for their purchases?

There are a number of ways Google Shopping can help consumers this holiday season. They can utilize the price comparison feature to compare prices from different retailers for the same product, read product reviews to help inform their decision and check the reputation of sellers, or use the price-tracking tool to help monitor the price of an item over time and ensure they’re getting the best deal.

Personal question: what items are at the top of YOUR BF/CM shopping list?

For my 5 year old daughter, I am buying some Polly Pockets, which happen to be another millennial nostalgia toy. She is also getting a few National Geographic science kits. For my husband, I am buying luggage from an awesome Vancouver-based brand called Monos. I am self-gifting a new Arc’teryx toque and jacket. We all deserve to do some self-gifting this season too.