The latest data shows that how—and how much—shoppers explore varies dramatically by category. Apparel & accessories continues to dominate, with sites earning an average of 21 product views per order, up from 16 last year—a reflection of ecommerce’s transformation into an experience as much as a transaction. Consumers aren’t just shopping. They’re curating, exploring styles and stories before they commit.

Meanwhile, food & beverage—a category once defined by habitual, low-consideration purchases—has seen the fastest growth in product views. Shoppers who once reordered without thinking are now taking time to compare ingredients, packaging, and values. Even in routine categories, discovery is becoming part of the ritual.

Together, these shifts point to a new kind of shopper: more intentional, more research-driven, and more attuned to the details behind every purchase. Browsing is no longer a passive prelude to conversion. It’s a signal of curiosity, confidence, and control. For brands, that means the path to purchase starts long before the cart.

It begins with the quiet hum of curiosity in October. The latest data shows that November and December still drive 1 in 4 annual product views, but October drives more of a site’s product views than any other month. Shoppers aren’t waiting for the deals to drop. They’re already researching, comparing, and deciding what they want weeks in advance.

The days leading up to Black Friday now form a distinct intent window—a period of intense digital activity when browsing surges, carts fill, and decisions crystallize. Shoppers are signaling intent long before they click “buy.” When the clock strikes Black Friday, conversion simply catches up with consideration.

For brands, this reframes the season entirely. Winning BFCM isn’t just about the sale. It’s about owning the anticipation. The brands that shape perception in October will capture conversion in November.