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 analyse 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
|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 shoes increases. Similarly, as online searches for spring shoes decrease, the search volume for summer shoes increases. The same pattern is observed in online searches for summer shoes as well: while the season progresses, the demand for fall shoes increases.
Online demand for shoes follows a cyclical seasonal pattern every year.
In addition to analyzing the online search 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.
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’ strategy development:
- Winter Shoes Demand Remains! Continue Dynamic Pricing to Win Sale
- Best Day to Buy Winter Shoes
- Winter Shoes – Maximizing Revenue with Lowest Price Strategy
Best wishes for this year’s spring sales!