Seasonal Trend and Pattern Analysis of Online Shoe Shopping

Seasonal Trend and Pattern Analysis of Online Shoe Shopping
Sagun Shrestha |
Seasonal Trend and Pattern Analysis of Online Shoe Shopping. GrowByData

In our previous article, we analyzed the seasonal demand for winter shoes. We found that online demand for winter shoes increases during the fall season and reaches its peak around the holiday season. The seller’s price changes also mirror this market trend. In this article, we analyze the seasonal trend and search demand for online shoes.

After that analysis, we set off to learn whether online demand follows a similar pattern for its respective season’s shoes. To verify this, we evaluated online search data of seed keywords — Winter Shoes, Spring Shoes, Summer Shoes, and Fall Shoes — for the last three years. We analyzed the search data based on the following seasonal dates:

Table 1: Seasonal Analysis Dates

Start End Start End Start End Start End
Sep 22, 2017 Dec 21, 2017 Dec 21, 2017 Mar 20, 2018 Mar 20, 2017  Jun 21, 2017  Jun 21, 2017 Sep 22, 2017
Sep 23, 2018 Dec 21, 2018 Dec 21, 2018 Mar 20, 2019 Mar 20, 2018  Jun 21, 2018  Jun 21, 2018 Sep  23, 2018
Sep 23, 2019 Dec 22, 2019 Dec 22, 2019 Mar 20, 2020 Mar 20, 2019  Jun 21, 2019  Jun 21, 2019 Sep 22, 2019

We detected a preparatory pattern among consumers. As shown in the graph below, online search volume for winter shoes picks up in the fall. As the winter season progresses, the demand decreases. As the winter season ends, the online search volume for spring shoe increases. Similarly, as online searches for spring shoes decrease, the search volume for summer shoe increases. The same pattern is observed in online searches for summer shoes as well: while the season progresses, the demand for fall shoe increases.

Online demand for shoes follows a cyclical seasonal pattern every year.

Figure 1

Image 1 - Seasonal Trend and Pattern Analysis of Online Shoe Shopping

In addition to analyzing the search marketing intelligence data by season, we analyzed and summarized average shoe search volume data by season.

Online search volume of any season’s shoes is highest during the preceding season.

The graph below shows that the search volume for winter shoes is the highest during the fall season, followed by winter. Similarly, the search volume for summer shoes is the highest in the spring and the search volume for fall shoes is highest during the summer season.

Figure 2

avg search volume of seasonal shoes

The same outcome occurs for spring shoes — online demand begins to increase during the winter season. Furthermore, this same pattern occurred in 2019. This analysis proves that the seller should begin to prepare for spring shoe sales prior to the winter season. As per our analysis of 2019’s search trends, online search volume for spring shoes in 2020 is already slowly increasing. This search trend will peak around the end of March when the spring season officially begins.

Sellers should begin planning and filling their spring inventory at least one to two months prior.

In addition, sellers should formulate plans to synchronize the 4P’s of marketing, upload their spring shoes to the appropriate Google Product Category in Google Shopping (with enriched attributes and competitive pricing) and begin their advertisement campaigns.

The following articles will provide further direction for sellers’ pricing strategy development:

Best wishes for this year’s spring sales!