With Halloween in the rearview mirror and November’s chill in the air, the holiday shopping season has officially begun. For gift-givers across the United States, the perennial question returns: What’s everyone hoping to unwrap this year? Google, it turns out, has a data-driven answer. On November 3, 2025, the tech giant released its annual Holiday 100—a curated list of the year’s most sought-after gifts, built from the top Google Search trends between May and September. This isn’t just another gift guide; it’s a snapshot of what Americans are genuinely searching for, distilled from more than a billion shopping-related queries conducted on Google every single day, according to Google’s official announcement.
The Holiday 100 offers a peek behind the digital curtain, revealing which products are climbing wish lists and flying off shelves. “There’s no bias in Holiday 100,” Google explained, as reported by Android Police. “It’s based on what users are looking for with no influence from the Mountain View, California-based tech giant.” The list draws from a vast pool of search data and covers a broad range of categories, including apparel, accessories, home, electronics, toys and games, beauty, and health and wellness.
Some of this year’s most dramatic surges are in the home entertainment category. Searches for “movie projector” spiked an astonishing 945% in 2025, while “home projectors” saw a 60% jump. As Mashable notes, declining movie theater attendance may be fueling this shift, with more people looking to recreate the big-screen experience at home. The lightweight LG CineBeam Q, for example, can throw a picture up to 120 inches wide, prompting one reviewer to consider ditching her TV altogether.
Tech gifts are, unsurprisingly, front and center. The Nintendo Switch 2, released in May 2025, quickly became one of the most-searched products of the year, with demand outstripping supply soon after launch. “It’s pretty easy to find in stock nowadays, but that might change as the holiday shopping season kicks into high gear. Consider yourself warned,” Mashable cautioned. Other top tech picks include the Google Pixel Watch 4, which debuted in early October and was already generating buzz before its official release. Reviewers praised its “bright domed display, custom workout features, and repairable design,” making it a worthy upgrade for anyone with an older smartwatch.
Wearables are having a moment beyond traditional smartwatches. Smart rings—particularly the Oura Ring 4, available in ten finishes including four new ceramic designs—reached peak search interest in 2025. These small, fashion-forward fitness trackers are lauded for their comfort, accuracy, and style, making them a top pick for health-conscious giftees.
Speaking of wellness, the Holiday 100 highlights a surge in interest for products aimed at self-care and fitness. Searches for “red light therapy” hit an all-time high this year, with the Shark CryoGlow red light mask earning top marks from reviewers for its combination of blue and infrared lights, plus built-in chill pads to de-puff under-eye areas. “2025 was the year everyone got into red light therapy,” Mashable observed, reflecting a broader trend in health and beauty tech.
Other wellness-related items on the rise include “weighted vests,” which reached record search levels in the U.S., and “stretching straps,” which achieved breakout status in 2025. These products cater to the growing number of Americans looking to boost their fitness routines at home. Meanwhile, “packing cube” searches hit an all-time high, suggesting that travel and organization remain top priorities for many shoppers.
Fashion trends are also making waves in the search data. “Drop waist dress” searches soared to an all-time U.S. high, while “crescent bags” became a breakout search. Accessories like “backpack charm” hit peak popularity, and “stackable ring sets” doubled in search volume compared to previous years. These spikes indicate that shoppers are keen to stay stylish and on-trend, whether for themselves or as gifts for loved ones.
Toys and collectibles, perennial favorites during the holidays, are well represented. “Kids scooters” searches rose by 50% in 2025, and the new Lego Willy Wonka set—a 2,025-piece fan-voted tribute to the 1971 movie—became a breakout trend after its September release. Labubu dolls, quirky and viral, are part of the broader “backpack charm” craze and have proven especially popular with Gen Z shoppers, according to Mashable.
Beauty gadgets continue to shine in the search trends. The “styling wand” has spiked in popularity every holiday season since 2011, with 2025 being no exception. The Shark FlexStyle, touted as a more affordable and versatile alternative to the Dyson Airwrap, comes in limited-edition colors and makes for a highly giftable beauty tool. “Hopefully everyone’s stopped splurging on Dyson Airwraps by now,” Mashable quipped, highlighting the appeal of budget-friendly dupes.
Mini photo printers, such as the Canon Ivy 2, saw a 65% spike in searches over the past year. The device’s portability and user-friendly app have made it a favorite among editors and consumers alike, often selling for around $100—a sweet spot for holiday gifting.
Google’s approach to the Holiday 100 is more than just a list; it’s a guide for navigating the often overwhelming world of holiday shopping. As TechRadar put it, “Data-backed picks spotlight what is hot now, like projectors and kids scooters. Coverage spans core categories, so it is easy to match different tastes and budgets.” Themed collections—such as gifts for homebodies, kids, or fashionistas—make it easier for shoppers to find the perfect present, while trend notes help buyers move quickly before stock runs out or prices shift.
The message from Google is clear: proof of interest beats hunches. With the Holiday 100, shoppers can feel confident that they’re picking gifts with genuine momentum. “Themed paths make it easier to shop for specific personalities, and momentum behind these items raises the odds your gift will land,” TechRadar advised. Timing cues are also crucial, as surging categories can sell out fast when the season hits its stride.
For those ready to dive in, the full Holiday 100 list is just a click away—simply visit the Shopping tab on Google Search or go directly to g.co/holiday100. Whether you’re hunting for the latest tech gadget, a trending fashion accessory, or a viral toy, Google’s data-driven guide offers a shortcut to gifting success. Just don’t wait too long—if the search spikes are any indication, these hot items won’t stay on shelves for long.
In a season where time is short and wish lists are long, Google’s Holiday 100 brings a bit of clarity—and maybe even a little fun—back to the art of holiday giving.
