A Competitive Market Analysis of Winter Shoes for 2020

December 29, 2020
A Competitive Market Analysis of Winter Shoes for 2020 Download PDF

For this analysis, GrowByData collected and analyzed the Google SERP data and retail price data in Google Shopping using our Price Intelligence Solution. We collected highly competitive broad-match-type opportunity keywords for the seed keyword “winter shoes”. The keywords were searched in Google Shopping and the product information and retailers’ price data were collected daily during the month of November 2020.

We found a total of almost 40K price changes on 2,500 products from over 1,000 retailers during the month.

Competitive Marketing Analysis - Google Shopping Winter SHoes

Top Retailers

The retailer that provided the most options in terms of winter shoe choices was Zappos.com, with over 900 products, followed by Fabologist with almost 800 winter shoe options. eBay, Juliet Boots, and UGG US rounded out the top 5.

eBay was the most price competitive retailer we found in terms of price changes per product. They had almost 3,000 price changes on 721 products. This means that they had on average 4 price changes per product. Although Zappos carries the most SKUs, they only had less than 2 price changes per product.

Top Retailers based on number of Products

Top Retailers based on number of Products

Top Retailers by Price Changes

Top Retailers by Price Changes

Top Brands

Based on our price intelligence data, UGG was the top brand with the greatest number of winter shoe options, with 1,299 products. They were also the most price competitive brand, recording over 18K price changes during the month. They changed their prices on average 14 times per product.

The brand with the most aggressive price change strategy was SOREL, with an average of 27 price changes per product.

Top Brands Based on Number of Products

Top Brands Based on Number of Products - Competitive market analysis

Top Brands by Price Changes

Top Brands by Price Changes

Most Competitive Price Ranges

We found 35% of the winter shoes were priced between $50-$100 and another 35% priced between $100-$150. The majority of the price changes also occurred in these two price ranges. The $100-150 price range was found to be the most competitive, with almost 40% of the price changes occurring.

The next most competitive range was the $50-100 range, with 32% of the total price changes occurring at this range. The least competitive price range was the $0-50 range. This range had 12% of winter shoe products but only 5% of total price changes were found at this range.

Most Competitive Price Ranges - - Competitive Market Analysis of Winter Shoes

Top Retailers with the Lowest Priced SKUs

The answer to where you might find a good deal on winter shoes is on eBay. Their products were priced lowest on 25% of the products during November.

Fabologist and Zappos.com came in 2nd and 3rd, having the lowest priced SKUs on 17% and 11% of the products respectively during the same time period.

Top Retailers by Lowest Priced SKUs - Competitive Market Analysis

Most Price Competitive Weekday

We found that Thursday is the best day of the week to find a good deal on winter shoes. Prices were lowered on Thursdays much more frequently than other days of the week. Prices were lowered 69% of the time, compared to raised 31% of the time.

You may have the best chance to find products at a lower price on this day. The day of the week that saw the highest rate of raised prices was Tuesday, with prices being raised 54% of the time and lowered only 46% of the time.

Competitive Market Analysis of Most Price on Weekday - Competitive Market Analysis

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GrowByData Content Team

Team of Data Analyst, Business Analyst, and Project Managers with years of experience in data analysis and online retail industry

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