Gifts.com appeared in the top five organic search results for 60 percent of non-geographic “gifts” keywords over the month of January, in anticipation of Valentine’s Day. RedEnvelope.com placed a distant second, with a 37 percent share of search, according to a report and corresponding infographic from Conductor.
Valentine’s Day is big business in the U.S. and has grown exponentially in recent years. Up for grabs: an anticipated $210 billion in web-influenced sales, with a 35 percent YOY increase in Valentine’s related searches, according to a recent consumer insights report from Google. “Valentine’s Day Consumer Insights 2012” shows people are also researching what to buy two days earlier than before.
Yelp.com took a 15 percent share of search in less competitive geographic “gifts” queries, followed by DateHookup.com and Mingle2.com, at 11 and 10 percent, respectively.
Conductor also examined “activities” queries, finding About.com taking 25 percent search share for non-geographic queries. For geographic activities queries, Yelp.com took a 34 percent share of search.
In their report, Conductor notes that Valentine’s Day searches differ from other verticals they’ve examined recently in that the SERPs were not dominated by a handful of retailers. Their study and infographic is based on their analysis of data on 1,700 high-volume geographic and non-geographic keywords over January 2012. Geographic keywords examined searches in 10 major U.S. cities including New York, Dallas, and Philadelphia.
“It’s widely understood and confirmed by recent studies that Valentine revenues go to jewelry, dining out and flowers,” Nathan Safran, Senior Research Analyst at Conductor and author of the study explained in a written statement. “But for this study, we wanted to examine the differences between local (geo) and non-geo (no location specific) results when further segmented into the categories of ‘gifts’ and ‘activities.’ The results showed ‘geo’ queries were less competitive, leaving a relatively open field in the geographic Valentine’s Day landscape for retailers to better leverage in 2013.”
Download the infographic and full report from the Conductor blog.
More Valentine's Day Searches
Hitwise also shared some UK Valentine's Day search trends. Among them:
- Cards were the most searched for Valentine's Day item, with five times more searches than flowers.
- Lingerie searches increased 10-fold since Valentine's Day last year. Black was the most searched for color, followed by red, pink, and white.
- Generic Valentine's gift searches that included the word "him" accounted for 29 percent of searches for the four weeks ending Feb. 11; searches including the word "her" accounted for 8 percent.
- Poems accounted for 3 percent of Valentine's searches.
- Valentine's chocolates and sweets combined for 65 unique search variations, as of the four weeks ending Feb. 11.
- Searches for 'valentines day' sent Facebook more traffic than any other website.