When are People Searching for Gifts on Amazon?
Q4 includes a range of major deal events—such as Prime and Black Friday—and is the most important period for holiday gift buying. But many advertisers still ask: When does gifting demand actually peak, and when does it truly end?
To answer this, we reviewed key gifting-related search terms across the UK, DE, FR, ES, and IT markets.
UK
Gifting searches begin to rise in mid to late October, with demand peaking during the week commencing 21 December, driven by last-minute Christmas deal activity before declining afterward.
DE
Searches start increasing from mid-October, reaching their highest point in the week commencing 14 December, also fuelled by last-minute Christmas shopping.
FR
France sees an early spike in mid-October, followed by a peak during the week commencing 14 December, before demand drops after Christmas.
ES
Spain experiences the strongest mid-October spike of all markets. The main peak occurs in the week commencing 21 December, but demand stays elevated longer thanks to celebrations such as Three Kings Day.
IT
Italy is the latest market to enter the gifting period, with searches rising from early November and peaking in the week commencing 21 December, before tapering off.
Our top tips
Start advertising gift sets in mid/late October.
This is when demand starts to climb—getting in early helps you capture the initial ramp in interest.
Leverage display activity.
Use Amazon’s range of gifting audiences to build demand before peak weeks. Display also supports remarketing, especially around major deal moments such as Black Friday and last-minute Christmas events.
Use Amazon Marketing Cloud (AMC).
Create audiences like “add to cart” to re-engage customers likely preparing for deal periods. If you’ve advertised gift sets previously, build remarketing segments based on prior-year behaviour.
Plan for an extended peak in Spain.
Because demand stays high through Three Kings Day, ensure sufficient stock and budget to maximise incremental revenue.
