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In this All Killer No Filler episode, Dougie from Pilothouse’s Google team shares invaluable insights from Google’s latest Black Friday and Cyber Monday data. From e-commerce growth to late-stage holiday strategies, learn how to position your brand for success in the critical Super 5 shopping period (Dec 20–24).

Key Takeaways:

E-commerce vs. Retail: Online sales grew 8% during Cyber 5, while retail remained flat.

Super 5 focus: Prioritize convenience-driven messaging (shipping, pickup, gift cards) to capture late-stage shoppers.

Category leaders: Apparel, toys, and personal care dominated Cyber 5 gifting trends.

PMAX and YouTube: How to maximize awareness and demand generation ahead of major shopping events.

Canada Post strike impact: Why reliable shipping messaging outperformed discounts in the Canadian market.

Discover actionable strategies to optimize your holiday campaigns and close the year on a high note.

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