At Google’s Think Retail 2025, one message stood out: shoppers are more intentional than ever. Instead of impulse buys, consumers are blending search, video, social, and store visits into research-heavy journeys where value, trust, and convenience guide decisions. For brands, the implication is clear: winning holiday share means competing on more than price. It’s about meeting shoppers where they search, scroll, and stream, and using AI-driven tools to stay ahead of unpredictable demand.
Here are the themes that stood out for retailers preparing for the busiest season of the year:
- Value Is the New Currency of Trust
Holiday shoppers are cautious, weighing every purchase against three factors: price, quality, and convenience. Google highlighted how competitive pricing, reliable reviews, and clear fulfillment options now define the value equation. Loyalty features and new annotations in Merchant Center are helping retailers showcase member pricing, shipping perks, and flexible returns upfront.
Make value visible. Ensure feeds are accurate, highlight reviews and creator content, and make delivery and returns crystal clear. Shoppers are rewarding transparency with confidence. - Demand Comes Fast – and From Everywhere
With over one billion shopping searches happening daily, more than half show broad, category-level intent like “holiday gifts for teens” rather than brand-specific queries. Trends are also spiking unpredictably, making flexibility critical. Google’s new AI Max for Search expands reach beyond keywords, while campaign total budgets give retailers more control during flash-sale surges.
Don’t just chase branded queries. Capture category-level demand, refresh creative quickly, and stay ready to flex spend when trends hit. - Video Is Moving the Needle
YouTube has become the go-to research tool during the holidays, with Shorts alone generating over 200 billion daily views. Creator-led content is also proving its influence, as shoppers increasingly trust reviews and demos from authentic voices. New formats like Shoppable Mastheads and Attributed Branded Searches tie discovery directly to measurable actions.
Treat YouTube as both a performance and discovery channel. Pair creator-led activations with shoppable formats and track branded search lift to prove impact across the funnel. - The Power Pack: AI Campaigns That Work Better Together
Google made the case for running AI Max for Search, Demand Gen, and Performance Max in tandem—what it’s calling the “Power Pack.” Retailers using Search and YouTube together already see stronger ROAS, and new omnichannel features extend optimization to store visits as well as ecommerce.
Combine AI-driven campaigns to balance scale and control. Align budgets so Search, Shopping, and YouTube work in concert instead of competing for spend. - Measurement Has to Catch Up
Last-click reporting is underselling Google’s influence, especially for upper- and mid-funnel channels like YouTube and broad-intent Search. To solve this, Google rolled out easier lift studies, scenario planning tools, and cross-channel measurement inside GA.
Modernize attribution. Use lift studies to prove YouTube’s incremental contribution, track branded search spikes as leading indicators, and apply scenario planning to guide budget shifts across channels.
Think Retail 2025 reinforced that the path to purchase is anything but linear. Holiday shoppers are blending touchpoints, demanding proof of value, and turning to video and search as trusted guides. The retailers who win won’t just show up, but show up prepared, with accurate data, AI-powered campaigns, and a measurement framework that reflects today’s reality.
Holiday success won’t come from guessing what’s next. It will come from responding to what shoppers already need: value, confidence, and seamless experiences across every channel.
