The 2017 holiday shopping season is expected to be unlike any other. For digital marketing professionals to prepare, it’s important to look at key trends from last year that are supposed to carry over into the coming months.According to a recent study conducted by Salsify, aggregated retail data paints a compelling image of the keywords consumers search during holiday shopping. For example, the 2016 holiday season drove a 30 percent spike in the number of top retail search terms, while retailers pushed 67 percent more product detail page updates during holiday shopping months.Another significant finding stresses the importance of updating product page copy to compensate for the holiday season. Per Salsify, the majority of brands studied incorporated holiday terminology into product pages starting in November. Surprisingly, the only other point of the year to see a noticeable spike in updated copy was during July. Perhaps, to capitalize on the Fourth of July.This valuable information once again stressed the importance of preparing your brand for the holiday shopping season, and it can be extended to other points of the year.