At Kinetic319, we believe strongly in listening to what customers have to say. We recently conducted a survey of 322 different consumers to get an idea of their plans for the 2025 holiday shopping season. This blog post was created based on the findings of that survey.
There’s something about the holiday season that never changes, and that’s part of why it’s such a beautiful, nostalgic time of year.
The air gets crisper, the decorations pop up everywhere, and shoppers start their annual quest for the perfect gifts. But how they find those gifts has changed dramatically.
Gone are the days of simply wandering through a mall. Today's consumers are digital detectives, and their investigation starts long before they ever think about adding something to a cart.
Your customers are turning to search engines and online reviews to guide their every move.
And you don’t just have to take our word for it. The data speaks for itself.
We recently conducted a survey of more than 300 shoppers to find out what was on their minds as the holiday season approaches. Among other fascinating insights, we found that a whopping 59% of shoppers are influenced by search engine results, and 53% are swayed by online reviews.
These two factors are no longer just a single part of the customer journey, but instead, are the starting line. This guide will give you practical, data-driven insights to harness their power and make this holiday season your most successful yet.
The Role of Search Engines in Consumer Decision-Making
Think of your favorite local shop. What makes it so successful, so prominent? Likely, it has a great window display, a welcoming sign, and it's on a street where people can easily find it.
In the digital world, a search engine is that busy street, and your website is the storefront. If you're not visible, you might as well be on a deserted alley.
When 59% of shoppers rely on search engines to guide their purchases, appearing on the first page of Google is like having the best real estate in town. It’s the modern-day equivalent of window shopping. A customer types in "cozy wool socks for winter," and a list of options appears. If your brand is on that list, you’re in the running. If you’re not, you’re invisible.
This applies to both organic search results (the unpaid listings) and paid ads. Organic results build long-term credibility, while paid ads can give you an immediate boost, especially for competitive terms during the holidays. Being present in both is a powerful combination that tells customers you're a serious player.
Actionable Tips for Search Optimization
So, how do you make sure your digital storefront is front and center? It’s all about making it easy for search engines to find you and see you as a valuable result for their users.
Invest in SEO
Search Engine Optimization isn't a one-time task. It's ongoing maintenance for your digital shop. Start with your product pages. Are you using keywords that your customers are actually searching for?
Think like a shopper. Instead of just "P-500 Camera," try "best vlogging camera for beginners." Use high-quality images and videos, and write detailed, unique product descriptions that answer potential questions.
Use Google Shopping Ads
You know those product images that pop up at the very top of a Google search? Those are Google Shopping ads. They are incredibly effective because they are visual and show the price right away. Setting these up can place your products in front of buyers who are ready to make a decision.
Polish Your Google Business Profile
For any business with a physical location, your Google Business Profile is your best friend. It’s that box that shows up with your address, phone number, hours, and reviews. Make sure every single piece of information is accurate and up-to-date. Nothing frustrates a customer more than driving to your store only to find it closed because the hours online were wrong.
Leveraging Online Reviews to Build Trust
If search engines get customers to your door, reviews are what convince them to come inside. Think about it: would you try a new restaurant with zero reviews over one with hundreds of glowing recommendations? Probably not.
Our survey shows that 53% of shoppers are influenced by online reviews. That's more than half of your potential customers looking for validation from people they've never met. This is social proof in action. Reviews act as a trusted recommendation from a friend, building confidence and reducing the perceived risk of a purchase.
A steady stream of positive reviews can dramatically increase your conversion rates. They signal that your products are high-quality and your customer service is reliable. Even a few negative reviews, if handled well, can build authenticity.
How to Manage Reviews
You can't just cross your fingers and hope for good reviews. You need a strategy to encourage and manage them.
Ask for Reviews
The simplest way to get more reviews is to ask for them. Send a follow-up email a week or so after a customer receives their order. You can say something like, "We'd love to hear how you're enjoying your new gadget! Would you mind sharing your thoughts?" Offering a small incentive, like 10% off their next purchase, can also work wonders.
Respond to All Reviews
Responding to positive reviews shows you appreciate your customers. Thank them by name and mention the product they enjoyed. Responding to negative reviews is even more important. Apologize for their poor experience, offer a solution, and provide a way to contact you directly. This shows prospective customers that even if something goes wrong, you're there to fix it.
Showcase Your Best Reviews
Don't let your great reviews just sit on review sites. Use them! Add a "What Our Customers Are Saying" section to your homepage. Sprinkle powerful quotes on your product pages. Share glowing testimonials in your social media posts and email newsletters. This is your hard-earned social proof, so put it to work.
Dealing With Amazon’s Dominance
Let's address the elephant in the room: Amazon. It's a retail giant that can feel impossible to compete with, and for good reason. It’s a huge part of the holiday shopping landscape.
According to our survey, a staggering 73.6% of shoppers plan to use Amazon this holiday season.
Why? The appeal lies in its core offerings: unmatched convenience with one-click ordering and fast shipping, a massive selection of products, and an ocean of customer reviews for nearly every item. This combination creates a powerful, self-reinforcing ecosystem.
Tips for Competing With Amazon
You might not be able to beat Amazon at its own game, but you can win by playing a different one entirely. It’s time to lean into what makes you unique.
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Focus on Your Unique Value Proposition: What can you offer that Amazon can't? Maybe it’s personalized customer service where customers can talk to a real person who cares. Perhaps you sell exclusive, handcrafted products that can’t be found anywhere else. Or maybe you have a strong local community appeal. Identify your superpower and shout it from the rooftops.
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Optimize Your Amazon Presence (If You're There): If you do sell on Amazon, don't just list your products and hope for the best. Treat your Amazon listings with the same care as your own website. Use high-quality photos, write compelling, keyword-rich descriptions, and consider using Amazon's advertising tools to stand out.
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Build Direct Relationships: Amazon "owns" the customer relationship on its platform. Your goal should be to build your own. Use email marketing, loyalty programs, and engaging social media to create a direct line to your customers. Offer them exclusive deals for shopping directly on your site. This allows you to build a loyal community that comes back to you, not just to a marketplace.
Start Winning Customers Today
The way people shop has fundamentally changed. Your online presence is no longer just a supplement to your business. It is your business. Consumers are actively looking for information, and they trust search engines and fellow shoppers to provide it.
Don't wait for the holiday rush to begin. Take a proactive approach and start implementing these strategies today. Every step you take to optimize your online presence is an investment in your success this holiday season and beyond.
Need some help putting the holly-jolly in your holiday campaigns? Get in touch with Kinetic319. We’ll help you make some magic this holiday season.