FWIW, I had problems finding what I needed for the holiday season via natural SERPS. I end up being frustrated so I just go directly to the same old brands I am familiar with because Google has a hard time serving up specific results I am satisfied with. From what I remember, it did not seem to be this difficult to find what I needed before. When I shop for specialty items, it used to be fairly easy to get what I want.
Nowadays, the small business / small brand specialty sites I used to buy from are GONE from the serps, and I don't know if they've folded or just disappeared due to algo changes.
It's really very sad.