Reimagine Search: The PMax Effect

Purchase behavior: Decision points, products, and channels.

For holiday 2021, product availability is a more critical factor in consumers’ purchase decisions than ever before due to consumers paying attention to the issues surrounding the supply chain and the impact on retailers and marketers. In mid-October, nearly two-thirds reported in-stock product, delivery dates, and the location of product as important factors in purchase decisions, with availability outpacing pricing and promotions as a top consideration — a flip from years past. While excitement for the season and favorable pricing have made availability less of a consideration in more recent weeks (still 65 percent), it will continue to sway consumer sentiment and purchase decisions later in the season. Retailers and sellers across verticals have a greater ability to control distribution if they are in a strong inventory position.

For three consecutive weeks, our Q4 Consumer Outlook Survey has shown a consistent pattern: ninety percent of consumers will switch brands this holiday season when their needs are not met. With 2020’s “shock to loyalty” persisting into this year, measurably growing the customer base and fighting to protect a brand’s core customer set versus the competition will underpin any successful holiday strategy.

Loyal consumers are more powerful than any platform

At every stage of purchase consideration, consumers are looking to trusted recommendations, and loyal consumers will go to brands for information when researching products. For discovery, inspiration and research, people are considering an array of platforms and channels to influence their decisions, but critically, as they get closer to the point of purchase, large ecommerce platforms are gaining mindshare week-over-week.