How Are Brits Using Google This Season? Learn About the Seven Most Powerful Trends
As the days shorten and temperatures drop, Brits are adapting their habits accordingly—and turning to the internet to help them along the way. In 2024, millions of people across the UK are once again looking online for answers to their winter problems. Whether it’s finding more efficient ways to heat their homes or booking a winter sun holiday, Google has become the trusted guide for navigating the winter season.
The British are spending an extra ten hours a week online during winter, representing a typical rise of about 25%, according to a study by the UK’s Office for National Statistics. While streaming services, online shopping, and social media naturally see a surge during these colder months, the most popular searches are often more practical, winter-related topics.
This post, based on Google’s 2024 search data, explores the seven most Googled themes by Brits this winter and how the internet is helping them find the answers they need. Now that we are in the depths of winter, let’s dive into what the British are searching for:
1. Winter Survival Tips
Google has become the primary resource for Brits looking to stay warm amid freezing temperatures. Searches for “how to stay warm” have seen a staggering 35% increase in 2024. Brits are exploring every possible way to keep the cold at bay, from recommendations for thermal clothing to central heating tips and tricks.
With the UK Met Office predicting a colder winter and a 50% chance of snow before Christmas, affordable, energy-efficient heating solutions and home insulation are in high demand. Searches for “electric blankets” have soared by 40% compared to last year, while the popularity of “thermal socks” has doubled.
The rising cost of living has also prompted an increase in searches for “cheap heating solutions.” In response, Brits are turning to heated throws and DIY draught-proofing techniques to reduce their energy bills.
2. Winter Travel Tips
Even as temperatures drop, Brits are not content to stay indoors all season. In fact, many are considering winter holidays, particularly as international travel recovers post-pandemic. Google data shows that searches for “best winter holiday destinations” have risen by 30% compared to last year.
Traditional winter spots like the Swiss Alps have seen a 25% rise in interest, while Lapland continues to be a favourite for families seeking a magical Christmas experience. Meanwhile, domestic tourism is also on the rise, with searches for “winter breaks Scotland” up by 18%, reflecting a growing interest in the Scottish Highlands.
However, as much as Brits love a holiday, safety is a top concern. Searches for “winter driving tips” have surged by 45%, indicating a desire to learn how to handle icy roads, prevent car batteries from failing in the cold, and prepare for potential breakdowns. Clearly, winter travel advice is crucial as more people venture out during the colder months.
3. Christmas Gift Ideas
With Christmas approaching, Brits are searching frantically for the perfect gifts for their loved ones. Searches for “Christmas gift ideas” begin to spike in October and have seen a 20% rise in 2024 compared to the previous year.
Sustainability is playing an increasingly important role in gift-giving decisions, with searches for “eco-friendly gifts” up by 50% compared to the same time in 2023. Personalised presents are also trending, as shown by a 32% rise in searches for “personalised gifts for her.”
Tech gifts, such as smart home devices and wearables, remain popular as well, with searches for “best tech gifts 2024” increasing by 28%. It’s clear that gadgets designed to simplify life or keep people connected are still highly sought after.
4. DIY Home Insulation Ideas
As environmental awareness grows and energy prices remain high, many Brits are searching for ways to improve their home insulation. Google searches for “home insulation ideas” and “how to insulate your house cheaply” have surged by 38% compared to last winter.
The public is eager to explore large- and small-scale insulation options, driven in part by the UK government’s net-zero emissions target for 2050. DIY solutions such as “how to insulate windows with bubble wrap” have become more popular, with searches up 22% this year. Traditional methods like “loft insulation” and “cavity wall insulation” also continue to see strong interest.
Heating efficiency is another major concern, as evidenced by a 45% rise in searches for “smart thermostats.” These devices, which allow users to control their home’s temperature more effectively, are becoming an essential tool for reducing energy consumption during the winter months.
5. Seasonal Affective Disorder (SAD)
Many Brits suffer from Seasonal Affective Disorder (SAD), a form of depression that occurs during the darker winter months. Searches for “SAD treatment” and “how to cope with winter blues” have spiked by 30% compared to last winter.
Light therapy has become a popular method for combating SAD, with searches for “SAD lightbox” jumping by 48%. Mental health support is also in greater demand than ever before, as shown by a 40% rise in searches for “mental health apps.” Brits are looking for ways to improve their mood, from mindfulness practices and exercise routines to dietary changes—reflected in a 25% increase in searches for “best foods for mental health.”
6. Winter Fashion Trends
Despite the cold, Brits are determined to stay fashionable. Searches for “winter fashion 2024” have risen by 27%, with key trends including oversized coats, chunky knitwear, and knee-high boots.
Practicality is also important, as seen by a 20% increase in searches for “best winter coats UK.” Waterproof outerwear and puffer jackets are especially popular. At the same time, searches for “thermal leggings” and “best gloves for winter” have spiked, showing that Brits want to stay both warm and stylish during the colder months.
Sustainability is another key factor, with searches for “eco-friendly winter clothing” up by 35%. This suggests that more consumers are looking for durable, sustainable fabrics and brands with strong environmental credentials, reflecting growing awareness of the negative impact of fast fashion on the planet.
7. How to Stay Healthy During Winter
Health is a major concern for Brits during the winter months, and 2024 is no exception. With cold and flu season in full swing, searches for “how to boost your immune system” have surged by 50%.
Brits are also taking a more preventative approach to health, with searches for “best vitamins for winter” up by 40% and “how to avoid colds and flu” up by 35%. Natural remedies are trending, too, with searches for “herbal teas for colds” rising by 25%, along with increased interest in “home remedies for sore throats” and “best essential oils for colds.”
The COVID-19 pandemic has also left a lasting impact on how people approach winter health. Searches for “best masks for winter colds” and “best hand sanitiser UK” remain high, indicating that Brits are continuing to take precautions even as restrictions ease.
Conclusion: A Digital Winter Survival Guide
As winter settles in, Brits are increasingly turning to the internet to find answers to everything from staying warm to choosing the perfect Christmas gift. The trends highlighted here offer a window into the nation’s priorities, reflecting a blend of practicality, style, and a growing focus on health and sustainability. Searches across these seven areas have surged, demonstrating the pivotal role that the internet plays in helping people get through the winter months.
For businesses, understanding these search trends presents a valuable opportunity to meet consumer needs. Whether it’s offering the latest winter fashion, providing health advice, or selling smart home insulation solutions, capitalising on these trends could make all the difference this winter.
Want to stay ahead of the game this winter? Keep an eye on Google’s trending topics and be prepared for what’s next!
