As the fall lights go out, the hunt for December gifts heats up. The windows are adorned with festive colors, the playlists dive back into the end-of-year classics and, above all, the search engines become the first reflex of buyers. In 2024, preparing a gift now involves Google, TikTok and marketplaces, where requests are exploding and choices are becoming clearer. A massive trend, confirmed by constantly increasing figures.
1/ A digital ritual that has become essential
According to Google Trends, searches related to Christmas gifts increase by +180% between the end of November and mid-December. A spectacular increase which is repeated every year, but which has taken on an even greater magnitude since the generalization of mobile and e-commerce.
In France, an Accenture 2024 study reveals that:
- 72% of consumers research online before purchasing.
- 58% start looking for their gift ideas at least three weeks before Christmas.
- Smartphone searches now represent nearly 70% of end-of-year searches.
The phone screen has become the new Santa Claus list, except it’s instant, personalized and infinitely more competitive.
2/ Why are searches exploding in December?
This peak is not only due to the approach of the holidays: it also corresponds to a change in state of mind.
December is a month where emotion guides choices more. A Kantar 2024 study highlights that:
- 61% of French people say they are more sensitive to warm and inspiring messages at the end of the year.
- Content with an emotional dimension generates twice as much engagement as traditional content.
- 54% favor brands perceived as authentic and close.
This emotional dimension influences the keywords searched:
- “original gift”,
- “personalized gift”,
- “cheap gift idea”,
- “gift that pleases”,
- but also “last minute gift”… which sees a spectacular jump from December 18.
Internet users are not just looking for a product. They are looking the right idea, the right emotion, the right gesture.
3/ TikTok, Instagram, YouTube: the new invisible influencers
Gift searches are no longer just done on Google. Social media plays a huge role in inspiration.
In December 2023:
- TikTok videos tagged #giftideas have exceeded 8 billion views.
- On Instagram, Christmas-related posts had +25% likes and +32% shares (SocialInsider 2024).
- “Unboxing” videos grew by +45% at the end of the year.
The platforms therefore become… visual search engines.
For the first time, 2024 saw a significant proportion of young people aged 16 to 30 declare that they “look for their gift ideas directly on TikTok” (Source: Médiamétrie, 2024).
4/ Stronger purchasing intention than the rest of the year
Searches are not just a question of curiosity: they reflect a real intention to purchase.
Fevad data (2024) shows that:
- The online conversion rate increases by +18% between December 1 and 24.
- The average basket increases by +22%.
- Searches convert up to three times faster than the rest of the year.
The December Internet user is not simply browsing. He gets ready to buy and often does so quickly.
5/ What gifts are the French looking for?
The top searches for 2024 present strong trends:
- Personalized gifts (engraving, photos, unique objects)
- Experiences (well-being boxes, activities, leisure)
- Accessible high-tech (headphones, small connected devices)
- Beauty and care
- Games and toys: a sector which, at the end of December, can reach a peak of +300%.
Gift cards now represent 1 in 5 purchases, proof that practical and flexible purchasing is gaining ground.
6/ The rush of last minute research
Another phenomenon repeats itself every year: the “second wave” of searches between December 20 and 24. The most typed keywords during this period include:
- “last minute gift”
- “express Christmas delivery”
- “gift to print immediately”
- “e-gift card”
This trend is increasing with the generalization of e-commerce: in 2024, 40% of last minute purchases will be made online (source: Salesforce Holiday Report).
7/ For brands: an opportunity… which is being prepared
The rise in searches for gifts isn’t just an indicator of the season.
It is a strategic area, provided you are present at the right time with the right content. What works best, according to 2024 studies:
- Well-optimized “gift ideas” pages
- Thematic guides (by budget, by profile, by style)
- Short and immersive videos
- Warm and realistic images
- Limited offers and ready-to-gift boxes
- Fast, clear, reassuring delivery
The key word: inspire before selling.
8/ The search for gifts, mirror of a moment when everything accelerates
Searching for gifts at the end of the year is not just a digital phenomenon. They tell something deeper: the desire to please, to mark the occasion, to create a moment. And they constitute, for brands, one of the most intense challenges of the year.
In December, the consumer is:
- more attentive,
- more active,
- more emotional,
- more ready to buy.
Companies that understand this dynamic and know how to support Internet users in their quest for the “good gift” come out winners… well after the Christmas lights have gone out.
