Google is helping consumers take the guesswork out of planning their holiday shopping. The company said every holiday season, shoppers “face the same dilemma: buy early, during Black Friday or risk waiting for deeper December markdowns?” Google also launched a new search and product discovery tool called “Universal Cart.”

To help consumers figure out when to find the best deals, Google has published a “When to Buy Guide.” Using its rich cache of data, Google researchers created a report that analyzes historical promotional patterns and search trends, as well as discount data across U.S. retailers and brands to help shoppers make more confident purchasing decisions.

The suggestions are specific. With fragrances, for example, the report suggests shopping within the first two weeks after Black Friday for the best deals as well as inventory selection. The report’s authors also said consumers need to reconsider the Black Friday handbag frenzy. “For the perfect handbag at the best price, target mid-Dec to balance the best discount and selection,” the report’s authors said. “Target mid-December to balance a high discount with a decent selection of styles, or wait until late December if you just want the lowest price on remaining inventory.

For travel gear, the best deals are in November, while suitcases see the steepest markdowns in late December.

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