Seasonal Trends: Christmas Growth in 2009
Last October we presented the data on growth rates for retail search
queries. The data for Christmas is now in -- and it was big. Across
the entire set of retail queries, 2009 was 30% larger than 2008.
Interestingly, the peak for most retail queries was across the month
of November as people planned their gift giving. The week of Christmas
itself was quiet (see chart) but quickly picked up again in January as
the stocktake sale and back to school seasons kicked in.
total set of retail queries above is driven by the dynamics of the
individual product categories. This data is presented below in the
table. Mass Merchants, Apparel and Home Furnishings enjoyed great
Decembers; the Food & Drink and Cooking & Recipes categories
had great full year results (thanks in large part of Masterchef).
Overall, more shoppers are using Google more often to learn about
products. That gives you more opportunities to talk to them.
Year on Year Growth
(12 months to Dec 09 vs.
12 months to Dec 08)
|Mass Merchants & Department Stores||75%||54%|
|Beauty & Personal Care||39%||40%|
|Computers & Electronics||15%||20%|
|Books & Literature||25%||32%|
|Food & Drink||34%||38%|
|Cooking & Recipes||39%||42%|
Christmas 2009 Spotlight: Lingerie and the Miranda Kerr Effect
The highest growth product category in December 2009 was "Lingerie
& Undergarments", with an amazing 49% growth in search queries
compared to December 2008. Are Australians getting more adventurous in
their Christmas gifts? Does warmer weather create the desire to shed
Actually, there was an Australian effect at
play in December 2009: Miranda Kerr. More specifically, Miranda Kerr's
appearance in the Victoria Secret's fashion show in December 2009 as a
Victoria's Secret "angel" generated huge numbers of searches in the
lingerie and underwear category for December 2009. The top ten queries
in the category over December include variations and combinations of
underwear items, Miranda Kerr and Victoria's Secret. This interest was
created by press coverage in mainstream newspapers, television news,
blogs and fashion forums.
So why should you care?
if you sell lingerie, there was a tremendous opportunity to connect to
potential shoppers. Highlighting your range of lingerie gifts for
Christmas would have been a great tactic.
Second, if you had
links with Miranda Kerr (as a spokesmodel, for example) you could have
connected to those fans looking for more information and potentially
Third, this is a great example of how news
events and people drive online interest for particular categories. Be
on the lookout for opportunities to make yourself relevant to current
affairs. Maybe it's sports people or particular countries that create
interest for your categories. It could be languages or times of year.
Whatever it is, think of ways in which you can use online search
marketing to leverage interest in your brands and products.