Google’s Holiday 100 List for 2025 is now available, offering valuable insights into retail industry trends and the most sought-after brands, informed by billions of daily shopping-related searches. This year’s edition stands out not just as a gift guide, but as a reflection of what’s truly resonating with shoppers, from viral TikTok accessories to home wellness innovations and stylish nostalgia.
- Retail Trends Driving Holiday Searches
- Accessories and Apparel: The Statement Gift
- Beauty, Wellness, and New Breakout Essentials
- Gifts for the Little Ones
- Gifts for the One With Style
- Gifts for the One Who Travels
- Gifts for the Homebody
- Gifts for the Beauty Maven
- Gifts for the Fitness Fan
- What Retailers and Brands Can Learn
Retail Trends Driving Holiday Searches
Google’s data reveals several surging trends across retail categories in 2025. Searches for “movie projector” soared by 945%, indicating major consumer interest in home entertainment as people upgrade for cinematic at-home experiences. “Home projectors” also saw a 60% increase. This puts companies specializing in affordable projectors such as Anker, Epson, and BenQ in the spotlight as gift favorites.
In apparel, consumers are embracing throwback silhouettes and classic styles. “Drop waist dresses” achieved all-time-high search interest, reflecting the resurgence of retro fashion and presenting brands like Free People, Zara, and Reformation with new momentum. Crescent bags—those curved, minimalist purses—emerged as a breakout search, thanks to viral posts and celebrity influences. Luxury brands like Coach and JW Pei are leading the charge in crescent shapes and new colorways.
Accessories and Apparel: The Statement Gift
Accessories have captured shopper attention, especially with “backpack charms” hitting peak popularity in searches. This trend benefits brands such as Vera Bradley and JanSport, while smaller accessory lines see increased interest through customizable, collectible charms. “Stackable ring sets” doubled in search volume, highlighting demand for jewelry that offers customization and layering, as seen in Pandora, Mejuri, and Kendra Scott’s latest collections.
“Packing cubes”—a direct nod to the travel industry’s bounceback—achieved record searches, favoring global travel brands like Calpak, Away, and Tumi. “Kids scooters” searches rose by 50%, indicating strong demand for outdoor and recreational gifts from top brands like Micro Kickboard and Razor USA.
Beauty, Wellness, and New Breakout Essentials
Beauty and wellness gifts are top-of-mind this season, with “red light therapy” devices setting an all-time high in searches. These products, favored for skincare and recovery, boost brands like Dr. Dennis Gross and HoMedics. Searches for “styling wand” peak reliably every holiday, reinforcing the dominance of hair care brands such as Dyson, Hot Tools, and T3 in the gift space.
“Weighted vests” and “stretching straps” both saw breakout search interest, mirroring a wider focus on health, wellness, and fitness at home. Lululemon, Bala, and Therabody are among the brands riding these trends with innovative, stylish gear.
Gifts for the Little Ones
This chart spotlights toys, games, and accessories with explosive growth in U.S. searches, helping reveal what’s capturing kids’ and parents’ attention this season.
| Product | Search Trend Description |
|---|---|
| Pottery Barn Kids Solar Backpack | +260% (more than tripled, US) |
| Sidewalk chalk (outdoor play) | +170% (outdoor play), +85% (chalk) |
| FurReal Maggie Plush Cow | +165% (more than doubled, US) |
| Kids knit beanie | +225% (US) |
| Paint by numbers | +125% (US) |
| Guardian Kids Bike | All-time high |
| Lovevery The Helper Play Kit | All-time high |
| Nature explorer set | All-time high |
| Backpack charm | All-time high |
| Spelling kids puzzle | +45% (US), letter puzzle 12-year high |
| Basketball set | Breakout search |
| Checkers board game | Recurring spike (Dec) |
| Kids wool scarf | Breakout search |
| Scooter (kids scooter) | +50% (US) |
Gifts for the One With Style
This chart highlights apparel, accessories, bags, and jewelry trends driving holiday searches, perfect for anyone with an eye for fashion.
| Product | Search Trend Description |
|---|---|
| Coach Nolita 19 | +130% (more than doubled, US) |
| Stackable ring sets | +100% (doubled, US) |
| Kate Spade Duo Crossbody | Breakout search (crescent bag) |
| Pinstripe button up | All-time high |
| Gap VintageSoft Joggers | All-time high |
| Adidas Samba Jane | All-time high |
| Relaxed straight jean | All-time high |
| Drop waist dress | All-time high |
| Bow hair clip | Breakout search |
| Chunky bracelet | Breakout search |
| Steve Madden Berkleigh Boots | Top brand “tall black boots” |
| Ring Concierge Pendant | Nearly doubled |
| Google Pixel Watch 4 | All-time high |
| Suede jacket | Seasonal spike (holiday) |
| Kendra Scott Bella Hoop Earring | Top style “hoop earrings” |
| Ralph Lauren Cable-Knit Sweater | Top brand “cable knit sweater” |
Gifts for the One Who Travels
Travel essentials, handy electronics, and accessories have seen major spikes, reflecting evolving travel trends and rising demand for portable, practical gifts.
| Product | Search Trend Description |
|---|---|
| Pet carrier | +155% (more than doubled, US) |
| Mini photo printer | +65% (US) |
| Google Pixel Buds Pro 2 | +50% (US) |
| Duluth Trading Co. Tote Bag | All-time high |
| Samsonite Outline Pro Carry-On | All-time high |
| Packing cube set | All-time high |
| Warby Parker Elio Sunglasses | All-time high |
| Passport cover | Record high |
| Luggage tag | All-time high, spikes Dec |
| TUMI Split Travel Kit | Recurring spike (holiday) |
| Movado Bold Evolution 2.0 | Recurring spike (Dec) |
| Electric toothbrush | Recurring holiday spike |
| Earbuds case | Recurring spike (holiday) |
| Dr. Squatch Suds (soap) | +70% (US), all-time high |
| Packing cube | All-time high |
| Travel diary | +115% (US) |
Gifts for the Homebody
Home, cozy essentials, and entertainment gifts are surging, driving massive seasonal searches and reflecting the growing focus on comfort and relaxation at home.
| Product | Search Trend Description |
|---|---|
| Chewy Personalized Dog Collar | +185% (more than doubled, US) |
| Bombas Merino Wool Blend Socks | Top searched “calf socks” |
| Nintendo Switch 2 | All-time high |
| Our Place Cookware Set | Top trending “cookware” |
| Lego Willy Wonka & Chocolate Factory | Breakout, all-time high |
| Cozy Earth Bubble Cuddle Blanket | +50% (US) |
| Marble cheese board | All-time high (“charcuterie boards”) |
| Red light mask | All-time high |
| Skullcandy Crusher PLYR 720 | Breakout, all-time high |
| GPX Beam+ LED Projector | +60% (US) |
| LoveShackFancy x Pottery Barn Pink Tea Set | All-time high |
| SKIMS Soft Lounge Sleep Set | Doubled (US) |
| Serena & Lily La Jolla Basket | +45% (US) |
| Whirley Pop Popcorn Maker | +45% (US) |
| Espresso Cup Set | All-time high |
| Made In Cast Iron Dutch Oven | Recurring spike (Nov/Dec) |
| Casper Original Pillow | +80% (US) |
| Pottery Barn Teen Scallop Lamp | +70% (US) |
Gifts for the Beauty Maven
Beauty, skincare, and wellness gift searches are at record highs, driven by cult-favorite brands and breakthrough holiday trends.
| Product | Search Trend Description |
|---|---|
| Sephora Favorites Set | +140% (more than doubled, US) |
| Olaplex No.7 Bonding Oil | Top searched “bonding oil” |
| Glossier You | Breakout search |
| e.l.f. Glow Reviver Lip Balm | All-time high |
| rhode Glazing Milk | All-time high |
| ILIA Super Serum Skin Tint | All-time high |
| Keys Soulcare Let Me Glow Serum | All-time high |
| Glow Recipe Watermelon Toner | All-time high |
| OAM 20% Vitamin C Serum | All-time high |
| Infiniti Pro Conair Styling Wand | Recurring holiday spike |
| Berry lipstick | Top berry cosmetics item |
| Beauty roller | Breakout search |
| Press-on nail kit | All-time high |
| Makeup brush set | Recurring spike (Dec) |
| Makeup bag | Recurring spike (Dec) |
| Mascara | All-time high (waterproof) |
Gifts for the Fitness Fan
Workout tech, athleisure, and home exercise gear are among the fastest-rising gift categories, reflecting stronger priorities for health and self-care in 2025.
| Product | Search Trend Description |
|---|---|
| Adidas Adizero Evo SL | +285% (10-year high) |
| Weighted vest | All-time high |
| CALIA Soft Scuba Pullover | All-time high |
| Athleisure leggings | All-time high |
| Boxing gloves | +115% (more than doubled, US) |
| Jump rope | Breakout search |
| Pilates ring | Breakout search |
| Curl bar | +75% (US) |
| Smart ring | All-time high |
| Personalized yoga straps | Breakout search |
| Yoga ball | All-time high |
| Massage ball | Recurring spike (holiday) |
| Gym bag (holdall) | +65% (US) |
| Recovery bath soak | Recurring spike (Dec) |
| Dumbbell set | Recurring spike (Jan) |
What Retailers and Brands Can Learn
Google’s Holiday 100 List is a valuable window into consumer demand, indicating which product categories are likely to perform strongly through the end of the year. Retailers can leverage search trend data to prioritize inventory, optimize merchandising, and target holiday promotions to these trending items. Brands that align their messaging with what shoppers are genuinely searching for, curated accessories, functional wellness products, and nostalgic fashion, will be best positioned for seasonal success.
