In the two weeks leading up to Valentines Day, including 14th February itself, Year-on-Year clicks on products driving traffic to retailers’ websites increased by 54%, leading to a 35% increase in revenue.
For one of the 29 retailers surveyed by Intelligent Reach, clicks for women’s dresses rose 383% for Shopping Search specifically, with revenue soaring by an astonishing 482% YoY.
Of all the Valentine’s Day related categories across Google Shopping, handbags & luggage experienced the largest increase in purchases YoY, rising 136%. In addition, a significant increase in YoY traffic was experienced by jewellery and watches, with clicks rising by over 200%.
Along with other popular shopping days like Black Friday and Cyber Monday, Valentine’s Day is seeing YoY growth for online retailers. Retailers must maximise opportunities by making sure their products are everywhere consumers are looking and that their product content is optimised to ensure relevancy to consumer product searches. The foundation of successful Shopping Ads is in the quality of the product data feeds that fuel them, in all the many formats needed to be everywhere. Retailer success is based on running efficient product level campaigns which are continually optimised, along with ensuring competitive pricing.
Shopping Search is making it easier for consumers to browse large quantities of products online, so it is crucial that retailers have the correct strategies in place to ensure that any spike in ‘clicks’ during busy shopping days are converted into purchases.
