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. Those products will be there in your cart when you come back later so you can pick up right where you left off.”
The system will also send notifications about price drops on an item you’ve added, or when an item comes back in stock. It can also guide users on which payment option is best to use for each purchase, and alert them to relevant promo codes and offers.
“You can securely check out with Google Pay in just a few taps with many of your favorite stores right in the cart, or you can transfer your items directly to the merchant’s cart to finish buying on their site,” Google said.
Google said the system currently also offers simplified checkout experiences with Nike, Sephora, Target, Ulta Beauty, Walmart and Wayfair, as well as with many Shopify merchants.
