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MANILA - Retailers should ensure that their online presence directs customers to their physical stores as Filipinos search the internet for Christmas purchases, a Google official said Friday.

Updated addresses and contact details on Google Maps are more likely to result in a sale, said Google Philippines head of industry Henry de Chaille.

De Chaille said 55 percent of Filipinos would search for products online then buy them later in physical stores.

"Triggering the demand is important but if you're not there when they're searching for you, what's the point in having created all the demand?" De Chaille told ANC's Early Edition.

"The big challenge that we're seeing for brands is how to be relevant during the Christmas clutter," he said.

Inspiring videos about family and generosity get good play during the holiday season and are more likely to be shared on social media platforms, he said.

Christmas-related searches in the Philippines peak as early as August, he said.

By October, Filipinos search for decor and Jose Mari Chan's classic "Christmas in our Hearts." Gift ideas led by electronic gadgets top searches in November, he said.

On Christmas month, Filipinos search for holiday recipes like spaghetti and macaroni salad. Between Christmas Day and New Year's, De Chaille said there is a spike in searches for pizza delivery.

By January, Filipinos are searching for travel.

"People they don’t have money anymore. They are looking for bargains," he said.