Digital Demand Tracker: summer holidays searches soar 661 percent amid fashion boom

MediaVision’s Digital Demand Tracker reveals the online search trends to track what’s in demand

As travel restrictions become more lenient across various parts of the world, it seems that holidays are firmly on the cards as demand spikes. 

Meanwhile, events and gatherings are now firmly back on the cards for most of us, and according to what we’re searching for, we’re wanting to get all dressed up with somewhere to go.

Your regular digital demand update from Performance Marketing World - powered by MediaVision’s Digital Demand Tracker - tracks online search trends to determine what’s in demand. 

Here’s what the market demand data for various sectors shows for 6 to 19 March 2022, compared to the same time in 2021.

Travel-related searches across the board

Despite a dip in overall search demand in the travel sector compared to 2021, March 2022’s biggest rises in search demand (though not necessarily the highest numbers in volume) were destination-led, as the lifting of various travel restrictions across the globe mean people can consider more where they want to go rather than what’s available to them. 

More generally, searches for ‘summer holidays 2022’ were up 661 percent, while there was an 825 percent jump in searches for ‘last minute holidays’ as perhaps people felt there was more certainty in being able to travel. 

Within the beauty sector, nail-related searches dominated as people are perhaps investing more in their appearance as they step out beyond their homes more often. Searches for nail designs were up 308 percent compared to 2021 and there were also significant rises for gel nails (181 percent) and acrylic nails (163 percent). Even within the beauty sector, travel-related searches made an appearance, with searches for spray tan up by 195 percent and mosquito repellent related searches increasing by 164 percent year-on-year.

Similarly, within fashion, searches for ‘holiday clothes’ were 332 percent up in March 2022 compared to the previous year, and mens’ swim shorts climbed in volume by 347 percent. 

Outside of travel, the theme of gatherings - or just going out - was clearly in peoples’ minds with growth in searches year-on-year for black tie dresses (261 percent), mens’ suits (172 percent), evening dresses (136 percent) and wedding guest dresses (115 percent).

People were clearly concerned with searching for flights, hotels and package holidays, with searches for Skyscanner up 210 percent, Expedia rising to 167 percent, LoveHolidays growing by 125 percent and Booking.com by 122 percent. 

Fashion searches soar 

Within fashion, footwear seems to have had a resurgence at brand level, with searches for LK Bennett having increased by 522 percent in March 2022 compared to March 2021 and Dune up by 143 percent. Event dressing also saw growth in demand, with search volumes growing for both Moss Bros (257 percent) and Lavish Alice (283 percent). 

Marketplace shopping remains popular for fashion with Sheinstill seeing growth of more than 60 percent in search volumes but former Arcadia Group brands, including Topshop, Topman, Dorothy Perkins and Burtons saw their search volumes drop just over a year after the sale of the brands to Asos and Boohoo.com, among others. 

Relative newcomer to the property search market Boomin - which launched in April 2021 - has seen search volumes grow by more than 500 percent year-on-year in March 2022 compared to falls in demand for Zoopla and Rightmove. It would also seem that furniture and homewares, while down overall, has seen the biggest rise among brands that have both online and in-store offerings, with Bensons for Beds and SCS seeing an increase in search of almost 30 percent and 16 percent respectively, compared to a fall for Wayfair of 39 percent, though Dunelm, which shoppers can both visit and order online saw search volumes dip by 30 percent.

All data is sourced by MediaVision’s Digital Demand Tracker

 


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