December’s busiest Web search days are…
Consumer search is at its peak during the month of December, but different categories have their own “holiday rush.”
According to new data from digital knowledge management (DKM) provider Yext, consumers increasingly rely on Web searches to finish their holiday shopping, so retailers should keep assortments, store hours, and location details up-to-date across digital channels throughout the holiday season.
Based on data on clicks for driving directions to businesses in the month of December compared to an average from October, the study revealed that apparel shopping peaks on Black Friday, but volume stays well above average through Dec. 23. Dec. 20 is the biggest clothing shopping day in December according to direction clicks, which are 46% above average.
Jewelry shopping ramps up throughout the month, starting on Dec. 10, at 23% above their average levels in the months prior. This skyrockets to 180% above average on Dec. 22. Meanwhile, gadget shoppers wait to head to stores on Dec. 22, when clicks for driving directions spike to more than 50% above average. Directions spike 50% again the day after Christmas, when gadget enthusiasts are looking to use gift cards — or to return gifts they got the day before.
Dec. 17 and Dec.18 are big days for mailing and shipping cards and gifts — with clicks for driving directions rising over 70% above the norm. Pets are also a last-minute priority, as 54% of procrastinators are shopping for fur babies on Dec. 21.
Grocery and liquor stores are hopping on Dec. 24, 70% above average, as shoppers look to stock up on December 24.
Retail stores are empty on Christmas Day, Dec. 25, with 64% fewer directions requests to retail stores than normal. In contrast, direction requests to pharmacies are up 95% on Christmas Day, as one of the few businesses open for last-minute items.
Retail bounces back on Dec. 26, when retail stores see a 70% spike in clicks for driving directions after the holiday as consumers look to make returns or use gift cards, the study revealed.
New Year’s Eve parties help round out the shopping frenzy. Dec. 31 is the peak day of the month for liquor stores, 123% above average.
“Everyone knows the holiday season is a peak time for commerce, but our research shows the holiday rush comes at different times for each business category,” said Marc Ferrentino, chief strategy officer at Yext.
“This underscores the importance of providing perfect business information everywhere to bring in consumers when they’re most interested in transacting, Ferrentino added. “It’s especially critical for brands to be in control of data like special hours, locations, events, and promotions across the Web during the holidays, in order to take advantage.”