Today, Google released the 2025 edition of the Holiday 100, its annual gift guide based on the year’s biggest Google Search trends. The list includes new tech releases like the Nintendo Switch 2, the Ninja Creami Swirl, and the Google Pixel Watch 4 as well as apparel, home, beauty, and toy picks. Obviously, Labubus are on there.
Google chooses items for its Holiday 100 list by analyzing U.S. Google Trends data from May through September. The tech giant says that more than 1 billion shopping-related searches are conducted every day on Google, providing it with a vast data pool to draw from.
The Nintendo Switch 2 and Google Pixel Watch 4 were two of the most-searched products of the year. Credit: Google
This year’s top-searched items and breakout trends include items we’ve reviewed, written about, and featured in our own gift guides here at Mashable. Below, we’ve highlighted ten Holiday 100 picks, ranging from $28 to $1,300, that we’d love to unwrap ourselves. If you need some wishlist inspo ahead of the holidays (and Black Friday), just keep scrolling.
To see the full Google Holiday 100 list for 2025, click the Shopping tab on Google Search or visit g.co/holiday100.
The successor to Nintendo’s bestselling hybrid console arrived in May (and promptly sold out everywhere), fueling a surge in “Switch 2” searches. 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.
Searches for “Ninja Swirl” hit an all-time high this year, and the hype is real: Our reviewer found that Ninja’s latest countertop ice cream maker is as good as TikTok says it is. The added soft-serve dispensing feature makes it a better value than the original Creami.
Search interest in these small, fashion-forward fitness trackers hit a new peak in 2025. Our favorite model for most people is the Oura Ring 4, which is sleeker, comfier, and more accurate than the competition. It comes in ten finishes, including four new ceramic designs in pretty pastels.
Everyone was googling the big G’s newest wearable (even before it made its debut in early October). Our reviewer called it “a true runner’s watch,” praising its bright domed display, custom workout features, and repairable design. If your current smartwatch is more than a generation old, it’s a worthy upgrade.
2025 was the year everyone got into red light therapy. The best red light mask we’ve tested ourselves is the Shark CryoGlow, which incorporates blue and infrared lights for added acne- and wrinkle-reducing benefits. It also comes with built-in chill pads that de-puff the under-eye area — something you won’t find on any other LED mask.
Interest in “Styling wand” has ramped up during the holiday season every year since 2011. Hopefully everyone’s stopped splurging on Dyson Airwraps by now: Its best dupe, the Shark FlexStyle, is a more useful device that’s almost half the price. It comes in some highly giftable limited-edition colorways, too.
Google saw a 65 percent spike in searches for “photo printer” over the past year. One of our editors is obsessed with the ultra-portable Canon Ivy 2, which has a user-friendly app and offers better photo quality than any other model she’s tried. What’s more, it’s often on sale for just $100.
Movie theater attendance is still on the decline; is it any wonder that “home projectors” got 60 percent more searches this year? The lightweight LG CineBeam Q can throw a picture up to 120 inches wide, and it made our reviewer think about ditching her TV for good. It’s not exactly cheap, but it’s more affordable than other 4K options.
Wonkamania endures. “Lego Willy Wonka” was a breakout search term following the September release of a new fan-voted building set inspired by the 1971 movie (complete with a chocolate waterfall). It contains 2,025 pieces, including a Gene Wilder mini-figurine. It’s a Lego.com exclusive, FYI.
Furry, pointy-toothed, and inescapable on FYPs, Labubu dolls were one of the biggest viral hits of 2025. (They’re part of the larger “backpack charm” trend, which was more searched than ever.) They come in sealed “blind boxes,” so collecting a full set can be a challenge. Put one in your favorite Gen Zer’s stocking to earn major brownie points.
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