Why Peak Feed Optimisation Decides Retail Success
At September's Google Partner Tech Breakfast, their team was crystal clear: “Feeds are the foundation of retail success.”
And with just 27 shopping days between Black Friday and Christmas, Peak 2025 won’t be won on price or promos alone. A feed optimisation strategy isn’t optional - it’s the difference between hitting or missing your targets.
But here’s the kicker - peak isn’t one weekend anymore, it’s four demand waves. Each stage is a revenue opportunity, but only if your channel feeds are optimised.
Google’s 2024 data showed Peak shifting into four distinct waves, and we’re seeing the same pattern in 2025. The opportunity isn’t just spotting those spikes; it’s preparing feeds so you’re live and competitive at each stage. That means approvals locked in early (we know thats hard!), stock updating regularly, and campaigns warming up before demand hits.
The brands that plan feed optimisation around the rhythm of these waves capture growth, while others scramble to catch up.
Feed Optimisation Decides Who Wins
If your product data isn’t clean, enriched, and aligned with channel requirements, your campaigns are already starting on shaky ground.
And the numbers show just how much is at stake:
Google is your shop window: “Shopping ads now account for 76% of retail search spend and 85% of clicks” (Bind Media).
Without optimised feeds, your products don’t even make it onto the shelf.Shoppers are brand-agnostic: “70% of UK shoppers will buy from brands they’ve never heard of.” (Google/Ipsos).
It’s your attributes, not your logo, that earn trust and clicks.Comparison is brutal: “Best’ and ‘comparison’ searches are up 5% year-on-year.” (Google Tech Breakfast).
Clean, accurate data is what puts you in the running.Better feeds = better conversions: Shopping ads average 1.9% conversion (Bind Media).
Enriched feeds push this even higher. Every missing attribute costs clicks and sales.Algorithms eat data: PMax scales on feed quality.
Poor attributes hamper learning; it’s optimised feeds that let you sprint ahead.
Our Peak Feed Optimisation Framework
Our N.O.E.L. framework is how we help retailers navigate the Four Waves through feed optimisation.
It’s not just a checklist - it’s the rhythm of Peak.
Start building momentum early by aligning your product feed with shopper intent, not just promotions. Give algorithms time to learn before peak traffic hits, then keep them fuelled with fresh, accurate data. The retailers who treat feed optimisation as a continuous process, and not a one-off task, are the ones who sustain growth across every wave., year on year.
The Bottom Line
Google said it outright: “Feeds are the foundation of retail success.” 2024 data showed Peak shifting into four waves, and in 2025, that pattern is here. But only optimised feeds are turning those waves into growth.
At FeedSpark, we don’t just put this into practice; we push the boundaries of feed optimisation to unlock more growth, greater efficiency, and higher ROAS. Feeds aren’t just data; they’re the oxygen algorithms breathe. If you’d like to see how advanced feed optimisation can support your performance, book your free feed audit today and stay ahead of what’s next.
Blog Sources
Google Partner Tech Breakfast Presentation, September 2025 (Online/London)
