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Black Friday: the lead up to the gifting season by Google’s Cynthia Chami and Karen Saleh

By Cynthia Chami, Analytical Consultant at Google & Karen Saleh, Data Scientist at Google.

Left to Right: Cynthia Chami & Karen Saleh

The Covid-19 pandemic impacted the retail industry immediately, with a recent survey revealing that 73% of consumers reported that their shopping behaviour has changed since the outbreak with an increased likelihood to purchase more online[1]. And, as a direct result of Covid-19, we are witnessing heightened search queries for online retail this year that will lead to a new baseline for Black Friday.

In addition to the online shift in behaviour, shoppers this year are more price-sensitive and discount oriented. Since the outbreak, we have witnessed a 35% year-on-year growth

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