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Google has released a list of the 100 most-searched for products—and if you’re a data nerd like me, you might find this fascinating.
While you’re likely already inundated with shopping guides, these are mostly produced by companies asking you to buy something, or reporters who’ve tested a limited subset of what’s out there. On the other hand, Google has a dataset of 45 billion product listings and can dial into trends with more detail—while they’re trying to sell you stuff, too, they have a far bigger inventory. What stuck out to me was not what people had looked for, but how dramatically the search volume had risen on some of these items, often propelled by TikTok or a single news story.
Most of the items mentioned were always popular, but experienced an all-time high this year. That’s not a revelation—LEGO had a good search year, but it always does, and so did OPI nail polish, slippers, and indoor gardens. Far more interesting to me were individual products from those categories that experienced tremendous search spikes. For instance: The Pillowsac, an oversized bean bag chair from Lovesac, saw a 665% increase in searches; the e.l.f. Cosmetics Halo Glow Liquid Filter, a makeup highlighter, saw searches explode by 5000%.
Retro toys saw a huge upswing
For all the hubbub about the latest game, the most searched-for term in relation to handheld consoles was “retro.” If you’re looking or something that fits that bill, this rechargeable console has 218 classic games and is one of the best-reviewed on Amazon. Searches for “kids lamps” were up by 95%. Searches for kids’ scooters went up almost 100%—Google recommends this Playdoh pizza delivery scooter.
If you haven’t heard of “Tonies” yet, you will. Searches for this playset were up 5000% this year. There are tons of Toniebox starter sets like this Cat in the Hat version. If you’re looking for a classic, the Vermont Teddy Bear is the most searched-for bear, every year.
Quirky gifts
Speaking of retro, turntables are back: They increased in search volume by 50% this year. Searches for “small portable speakers” increased by 75% this year, and my favorite is the Sonos Roam 2. The Playstation Portal Remote was, unsurprisingly, popular this year. LEGO is perpetually one of the most popular toy searches—Google recommended this Tuxedo Cat kit. Amp up your picnics with a backpack cooler, which went up 60% in search volume.
Gifts for active types
Merrell hiking boots are apparently, “the boot” of the year, with a 165% spike in searches. They’re available for men and women in all sorts of styles. Yoga mats spike every January, so get ahead by gifting one. Walking pads hit an all-time high this year, and while you’re on one, you can put on your Nike Motiva walking shoes, which are also quite popular.
Beauty and spa products
In addition to the e.l.f. highlighter, searches for S’ABLE skincare products like the Labs Essentials Kit spiked 5000%, as did Estée Lauder Advanced Night Repair. Searches for sleeping lip masks like this one by Burt’s Bees increased 70%. “Skincare for men” also saw a huge boost, so consider products like Kiehl’s Facial Fuel for men. The same is true of “unisex fragrances” like Maison Margiela.
House upgrades
An adorable entry is the Our Place Wonder Oven, a six-in-one countertop appliance that air fries, steams, bakes and does the kids’ homework (jk). Searches increased 50% this year for this particular model. Ice cream makers increased in search volume by 60%; I’ve relied on the Cuisinart for years. Diptyque continues to be the most popular brand of candles, and heated towel racks are on the rise, too.
The entire list of all 100 recommendations can be seen on the Google blog.