Paid search converts over 3× better than social. See how Google’s Holiday 100 reveals real consumer intent and how brands can use trending search data to drive sales.

The Holiday 100 landed last week. Behind those trending gifts lies proof that paid search crushes social when it counts.

Google just dropped its annual Holiday 100. Based on more than one billion daily shopping searches, it shows what consumers are actually searching for across apparel, beauty, home, electronics, and wellness.

Most marketing teams will scroll through, note a few trending products, then move on.

That's the wrong approach. This isn't just a list. It's verified search behaviour showing exactly where consumer intent sits right now.

Search Converts, Social Scrolls

Paid search drove 3.89% conversions during Black Friday weekend 2023. Paid and organic social barely hit 1%.

That's not a marginal difference. Search delivered over three times the conversion rate of social channels during the year's most competitive shopping window.

The gap matters because it reflects fundamental differences in user intent. Someone searching "best running shoes Melbourne" is closer to purchase than someone scrolling Instagram. One behaviour signals active consideration. The other is passive consumption.

Consumer behaviour data reinforces this. 62% of consumers now use retailer websites for holiday research, up from 60% in 2023. Meanwhile, reliance on social media and influencers dropped to 25% from 30%.

The shift back to direct brand engagement through search creates strategic advantage for performance marketers who understand how to capitalise on high-intent traffic.

What the Data Shows

The Holiday 100 tracks breakout products gaining search momentum. It's not editorial picks or brand preferences. It's real search behaviour.

This year: "movie projector" searches jumped 945%. Fashion sees "crescent bags" and "stackable ring sets" breaking through. Wellness categories show continued growth with "red light therapy" and "weighted vests."

These numbers represent active search intent. Consumers already looking, already considering.

How to Apply This

Start with the full list. Identify overlaps with your catalogue or content strategy.

Incorporate trending keywords into product titles and descriptions. Update creative assets to feature items gaining search momentum. Align promotional messaging with categories experiencing the fastest growth.

For Performance Max or Shopping campaigns, highlighting trending items means capturing traffic that's already demonstrating purchase intent. You're matching supply to verified demand rather than guessing what might work.

Why This Matters Now

Holiday CPCs typically increase 30% during peak periods. Competition intensifies. Budget efficiency becomes critical.

The Holiday 100 shows where consumer interest concentrates before the rush hits. It's an early signal that lets you position campaigns around verified search behaviour rather than assumptions.

When shoppers are ready to buy, they search. Your campaigns either capture that intent or your competitors do.

Source: Team Admatic, 18 November 2025