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Holiday mobility trends and forecasting

November 2021

Mobility for driving, transit, and walking has been steadily rising above the 2020 baseline. With this increase in consumer mobility comes new opportunities for specific retail categories this holiday season.

Microsoft Advertising Insights found that as mobility increases, search volume increases for categories such as Apparel and Sports & Fitness. We also found that categories that rise with mobility are related to going outside. Meanwhile, categories related to staying home such as Arts & Crafts, Home Improvement, and Grocery Delivery see a negative correlation with mobility increasing. When forecasting for this upcoming holiday season, we’re expecting more competition with higher search volumes and cost per clicks. Ensure budgets are in place to capitalize on high conversion rates surrounding Black Friday and Cyber Monday.

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