AI search is changing how shoppers discover gifts – but traditional SEO will still drive Christmas sales in 2025
New data from BrightEdge shows that while the AI-driven overviews in Google results are increasingly influencing the research phase of shopping, traditional search engine queries remain dominant when it comes to actual sales.
For UK ecommerce merchants gearing up for the busy Christmas period, this signals a two-phase opportunity: capture early discovery with AI-friendly content now, and then make sure you’re ready for transactional search activity when the gift-buying rush kicks in.
What the Data Shows
Between 1 September and 15 October, BrightEdge analysed thousands of ecommerce keywords and found:
- AI overview content (those answer-style boxes or “overviews” in Google) appeared for about 26% of keywords in September, before dropping back to around 9% in October.
- Only about 18% of the keywords seen in 2024 carried over into 2025, showing high churn in what topics AI overviews are being applied to.
- Some product categories retained AI overview presence more strongly than others: Grocery & Food at ~56 % retention, TV & Home Theatre ~43 %, and Small Appliances ~37 %. By contrast, Furniture (~3 %) and Home Décor (~7 %) had very low retention.
Most importantly for ecommerce: according to BrightEdge, “November is the discovery window – when AI Overviews surface educational and comparison content. By December, those queries disappear, and transactional pages take over.”
What This Means for UK Ecommerce Pre-Christmas
With the Christmas shopping season ahead, UK retailers should act on two key phases:
1. Early Discovery and Research (Now through November)
This is the time when many shoppers are still comparing options, looking for ideas and evaluating gifts. The rise of AI overview content in Google means your brand or product needs to show up in “help me understand” queries.
- Create content that answers questions: “Which gaming console is best for families in the UK?” “Best sustainable kids’ toys under £50 for Christmas” etc.
- Ensure your site is structured so that Google can pick up clear, well-written answers and comparisons (think FAQs, comparison charts, comprehensive guides).
- Pay attention to product categories where research-phase visibility is strong (e.g., small appliances, TV & home tech) for UK shoppers heading into Black Friday and Christmas, these are high-interest items.
2. Transactional Search (December onwards)
Once December arrives and shoppers are past the exploration phase, they’ll use search with a buying intent: “buy wireless earbuds UK,” “next-day delivery board game UK Christmas,” etc. The data suggests that traditional search results (product pages, category pages) dominate here.
- Make sure your product pages are fully optimised for UK search volumes: currency symbols (£), UK shipping and returns information, next-day/express delivery call-outs.
- Focus on bottom-funnel keywords and localised language (e.g., “free UK delivery,” “available in the UK”).
- Have your paid search and SEO aligned so you capture those purchase-ready queries.
Practical Steps for UK Merchants
- Audit your content now: identify where you can add research-friendly guides (e.g., “what to buy for…” , “how to compare…”).
- Structure key pages so that Google’s AI-driven overview feature can pick them up: headings that pose questions, structured lists, clear comparisons.
- Optimise for local: ensure site mentions UK-specific considerations (currency, shipping, local offers).
- During December, shift focus strongly to transactional intent: ensure your SKU pages, site speed, mobile UX and checkout process are slick and easy for last-minute UK buyers.
- Monitor search volume changes over time: early research queries may traffic to your site in November, but make sure you’re ready to convert that interest in December.
For the UK ecommerce calendar, the window for research guidance content is now and it will feed into the high-volume purchase phase as Christmas approaches. The AI overview features in Google are influencing how shoppers begin their journey, but when they’re ready to buy it looks like the traditional search and shop results are where they’re going.
To learn more or request a tailored SEO or PPC plan, contact Ewen Angus at ewen@trinityheriot.co.uk.