Buzz
Google has shared a list of the 100 most-searched products, and if you’re into data analysis like I am, you’ll probably find this list captivating.
While you might already be flooded with shopping lists, many of those are from companies trying to make a sale or journalists reviewing a small sample. On the flip side, Google has access to 45 billion product listings and can dive deep into trends—while they’re also looking to sell you something, their inventory is vastly larger. What stood out to me wasn't just what people were searching for, but how dramatically the search volume surged for certain items, often due to TikTok or a viral news story.
Most of the items on the list have been popular for a while, but saw an all-time high in searches this year. It's not surprising—LEGO had a strong search year, as usual, and so did OPI nail polish, slippers, and indoor gardens. What was more intriguing were specific products within those categories that saw huge spikes in searches. For example: The Pillowsac, a giant bean bag from Lovesac, saw a 665% increase in searches, and the e.l.f. Cosmetics Halo Glow Liquid Filter, a makeup highlighter, had a massive 5000% surge in searches.
Retro toys experienced a significant surge in popularity
Amid all the buzz around new games, the most searched term related to handheld consoles was “retro.” If that’s what you’re after, this rechargeable console with 218 classic games is highly rated on Amazon. Searches for “kids lamps” rose by 95%, while searches for kids' scooters nearly doubled—Google suggests this Playdoh pizza delivery scooter
If you haven't come across “Tonies” yet, you're about to. Searches for this playset skyrocketed by 5000% this year. There are many Toniebox starter sets available, including this Cat in the Hat version. For a timeless favorite, the Vermont Teddy Bear remains the most-searched bear year after year.
Unique gifts
In the realm of retro, turntables are making a comeback, with a 50% increase in searches this year. The demand for “small portable speakers” also rose by 75%, with the Sonos Roam 2 standing out as a favorite. The Playstation Portal Remote saw high popularity this year, and LEGO remains a top toy search—Google recommends this Tuxedo Cat kit. To elevate your picnics, consider a backpack cooler, which saw a 60% jump in searches.
Presents for those who love to stay active
Merrell hiking boots have taken the spotlight this year, with a remarkable 165% rise in searches. Available in various styles for both men and women, these boots are a top pick. January sees a surge in interest for yoga mats, so it’s a great time to gift one. Walking pads have hit record popularity this year, and while using one, you can slip into a pair of popular Nike Motiva walking shoes.
Skincare and beauty essentials
Along with the e.l.f. highlighter, there has been an extraordinary 5000% increase in searches for S'ABLE skincare items like the Labs Essentials Kit, and Estée Lauder’s Advanced Night Repair has also seen a huge surge. Sleeping lip masks, like the one from Burt's Bees, saw a 70% rise in searches. Men’s skincare has also gained major attention, with products like Kiehl’s Facial Fuel becoming more popular. Unisex fragrances, including Maison Margiela, are also trending.
Home improvements and upgrades
A charming addition to the kitchen is the Our Place Wonder Oven, a versatile countertop device that offers six functions: air frying, steaming, baking, and more (and it might even do the kids' homework—just kidding). This particular model saw a 50% rise in searches this year. Ice cream makers also gained popularity, with searches up by 60%; I've trusted the Cuisinart for many years. Diptyque remains the go-to brand for candles, and heated towel racks are gaining traction too.
You can find the complete list of all 100 recommendations on the Google blog.
