Ahead of peak shopping season, Google released two updates that could change how marketers plan holiday promotions: its first “When to Buy” guide and the U.S.-wide rollout of Google Universal Cart.
Based on 2025 shopping trends, Google’s six-page guide outlines when the best deals are likely to appear across major product categories. It tells consumers when to start shopping — and gives marketers a signal for when competition in each category is likely to peak. The guide also notes key shopping trends to consider when planning promotions.
First announced at Google I/O in May, Universal Cart is now available to all U.S. users. Items added in different Google apps stay in one cart. Google’s example: save a Steve Madden handbag in AI Mode in Search, then a Quince sweater and Ulta Beauty lip gloss in the Gemini app, and all three are waiting when you return.
Simplified checkout currently works with Nike, Sephora, Target, Ulta Beauty, Walmart, Wayfair and many Shopify merchants.
A single shopping cart that keeps items saved across Google surfaces such as AI Mode in Search and the Gemini app. It is now available to all U.S. users.
It alerts shoppers to price drops and restocks, recommends payment options and surfaces promo codes.
Nike, Sephora, Target, Ulta Beauty, Walmart, Wayfair and many Shopify merchants.
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