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Google introduces shopping updates ahead of the holidays

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Google introduces shopping updates ahead of the holidays

The platform has made its Universal Cart feature available to all U.S. users and published a guide on the best times to make purchases in major product categories.

Google launched some interesting new shopping products last week, which could have an impact on how marketers plan their shopping promotions, in line with shopping behaviors heading into the peak buying season.

First, Google published its first “When to Buy” guide, which outlined when the best deals are likely to be available across major product categories, based on 2025 shopping trends.

The 6-page overview included specific guidance on when consumers should start shopping to get the best deals, which could help to guide marketers on when competition is likely to be highest. This could help to attract more shoppers.

The guide also includes notes on key shopping trends to be aware of when it comes to planning promotions.

In addition, Google announced that its Universal Cart has now been made available to all users in the U.S.

First announced at its I/O event in May, Google’s Universal Cart lets users add items to their shopping carts when using various Google apps and products. This feature will keep those items in the cart so users can return to them at any time.

As explained by Google: “Let’s say you save a handbag from Steve Madden to your cart in AI Mode in Google Search, and later a sweater from Quince and lipgloss from Ulta Beauty in the Gemini app.



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