The ‘add to basket’ button is getting less love these days, and there’s a reason why. Here’s how smart businesses are getting that sweet kerching sound back.
The opportunity: What we’re witnessing is the rise of intentional spending – and it’s creating entirely new business opportunities for those clever enough to spot them.
The Great Consumer Consciousness Shift 🧠
Something fascinating is happening in consumer psychology. Search interest in “do i need to buy” has hit record highs, whilst “no buy” and “project pan” searches reached all-time peaks this year.
This isn’t a temporary blip – it’s a fundamental rewiring of how people approach purchases. The data suggests consumers are developing what we’re calling “purchase pause behaviour” – that crucial moment between desire and decision where smart brands can position themselves.
What this could mean: Brands that help consumers justify purchases (rather than simply promote them) may find themselves with a significant competitive advantage over the next 24 months.
Show Me the Money 💰
The financial opportunity here is substantial. Analysis of “is buying… worth it” searches reveals consumers are actively seeking validation for major purchases:
- Gold leads trending “worth it” searches
- Home purchases show sustained high interest
- Used luxury cars signal opportunity in pre-owned premium markets
- Pokémon cards suggest collectibles remain investment-worthy to consumers
Meanwhile, “waste of money” searches highlight oversaturated markets to avoid:
- Legos top the list (interesting given their investment reputation)
- Boats and new cars suggest luxury markets under pressure
- Supplements and electrolytes indicate wellness fatigue
Strategic opportunity: Position your brand as the “worth it” choice by leading with value justification rather than feature lists.
Summer Spending Intelligence ☀️
Despite the conscious spending shift, summer retail shows robust patterns:
Sun Protection Surge 🕶️
- “Wide brim sun hat” searches at all-time highs
- “Black sun hat” up 250% monthly
- “Sunglasses y2k” breaking records with gradient rimless styles leading
Modest Fashion Movement 👙
- “Modest bikini” and “swim dress” both hitting all-time highs
- This suggests opportunity in coverage-focused swimwear beyond religious markets
Travel Essentials Boom 🧳
- “Carry on bag” searches at record levels
- “Ultra lightweight carry-on luggage” up 200% monthly
- “Best way to pack a suitcase” doubled, with compression cube queries breaking out
What this suggests: Summer spending hasn’t disappeared – it’s become more purposeful. Consumers want items that solve specific problems rather than generic “summer must-haves.”
Tech Intelligence: The Practical Premium Shift 📱
Technology purchasing shows the conscious spending effect clearly:
Laptops lead “deals on” searches, but specific queries reveal intent:
- “Gaming laptops with good battery life” – breakout search
- “Laptops with dedicated graphics card” – strong growth
This suggests consumers want devices that serve multiple purposes rather than single-function gadgets.
Audio Equipment Trends:
- “Best bluetooth speaker for beach” breaking out
- “Floating bluetooth speaker” up 110%
Digital vs Physical:
- eBooks top tech deals searches
- Digital cameras and smartphones following
Strategic insight: The “practical premium” category – products that justify higher prices through genuine utility – appears recession-resistant.
Forward-Looking Predictions: H2 2025 Opportunities 🔮
Based on historical patterns and current trajectory:
Back-to-School Preparation (August-September)
- Expect laptop and tech accessory searches to peak
- “Best value” queries likely to dominate over “best” alone
Autumn Wardrobe Shifts (September-October)
- Modest fashion trends suggest opportunity in transitional pieces
- Mary jane styles (currently at all-time highs) may extend into autumn footwear
Holiday Season Positioning (October-December)
- Early indicators suggest “worth it” messaging will outperform traditional gift guides
- Experience gifts may trend over physical products
Seasonal Business Opportunities:
- Dishwashers top “best time to buy” searches – suggests September white goods opportunity
- Motorcycles and mattresses following – indicates considered purchase timing
Your 24-Day Action Plan 📅
Week 1-2: Audit and Reposition
- Review current marketing copy for “worth it” messaging
- Analyse which products solve genuine problems vs create desires
- Identify opportunities in modest/conscious consumer segments
Week 3-4: Test and Implement
- A/B test value-justification messaging against feature-led copy
- Develop “practical premium” positioning for higher-margin items
- Create content addressing “do I need” questions for your category
Competitive Intelligence: Market Gaps Worth Watching 🔍
Oversaturated to Avoid:
- Generic summer accessories without specific problem-solving
- Wellness supplements without clear differentiation
- Luxury items positioned purely on status
Undersaturated Opportunities:
- Modest fashion in mainstream markets
- Multi-purpose tech devices
- Travel accessories solving specific packing problems
- Sun protection with style positioning
The 24-Week Advantage: Brands that shift from “you want this” to “here’s why this makes sense” messaging may find themselves ahead of competitors still using pre-2024 consumer psychology.
Want to get consumer intelligence that actually makes you money whilst your competitors are still googling “how to shift stuff” at 3am on a Tuesday?
