Eric Morris, MD & Head of Retail, Google Canada on Holiday Insights and Trends for 2024 You Need To Know

In this engaging interview, Eric Morris, Managing Director of Google Retail in Canada, shares holiday season insights for retailers. Leveraging over two decades of experience at Google, Eric discusses the critical role of personalization, AI, and content-driven strategies in meeting the evolving demands of Canadian consumers. Noting that holiday shopping habits are shaped by weather, calendar shifts, and economic indicators, he emphasizes the need for real-time adaptation.

Morris highlights how Google's search data and weekly consumer surveys offer retailers valuable insights into changing preferences, with unbranded searches—where shoppers are simply seeking "the best" options—on the rise. He also explains the power of platforms like YouTube, with videos such as "haul" or "try-on" videos driving significant purchase decisions.

AI emerges as a transformative tool, enabling retailers to analyze first-party data, personalize experiences, and optimize media spending. Google's Gemini AI and tools like Performance Planner are instrumental in helping retailers predict demand and refine advertising tactics for better returns on marketing investment. Additionally, Google Lens makes a visual impact by allowing consumers to shop directly from images, underscoring a shift towards intuitive, visually driven shopping experiences.

In closing, Morris encourages retailers to harness these tools and adapt their strategies, especially with this year's extended pre-Black Friday period, to optimize their holiday sales season.

Online resources

• Performance Planner: https://ads.google.com/intl/en_ca/home/tools/performance-planner/
• Performance Max: https://ads.google.com/intl/en_ca/home/campaigns/performance-max/

Key Trends

• 2024 will be the most researched holiday season, both in store and online:
• Searches have become more personalized:
• Shoppers are looking for a more immersive experience:
• AI is the gateway to winning shoppers this holiday season
• The cyber shopping period is actually longer than BFCM
• The holiday halo marks the beginning of self-gifting:

o   The post-holiday season extends beyond boxing day. In fact there’s a growing rise of ‘self-gifters,’ and shoppers who come back due to product returns or gift cards creating an opportunity for retailers to focus on loyalty and returning customers. 63% of post-holiday shoppers consider loyalty programs in their decision-making. [3]

[1] Google commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR ~n=280-740  online consumers 18+ per market that plan to shop for the holidays. Sep 3-6, 2024

[2] Google commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR  ~n=500-1000 online consumers 18+ per market. Sep 3-6, 2024

[3] Google/Ipsos, Holiday Shopping Study, Online survey, Canadians 18+ who conducted holiday shopping activities in past two days (n=428). Dec 26, 2023 - Jan 3, 2024

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.  He has been on the front lines of retail industry change for his entire career.

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google.  He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer.  If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.