Valentine’s Day: Digital Search Trends

Valentine’s Day: Digital Search Trends

Using an analysis of search behavior from our Hitwise platform, we are looking at the latest 2017 Valentine’s Day related digital search trends and what to expect online during this year’s most romantic (and often the most dreaded) holiday. Hint: No one wants to disappoint in the gift department. While Valentine’s Day may be considered a Hallmark holiday by some, it seems like everyone wants new and fresh ideas for this year.

Valentine’s Day Search Demographics

While looking at search trends for 2017, we can see that all ages and genders plan on getting in on the fun. Terms related to “Gift Ideas for Her” made up 24.9% of all demographic-themed searches, while terms related to “Gift Ideas for Him” made up 49.5%. Kid related searches made up 23.6%

Just because your loved one is not there to celebrate does not mean they are forgetting the holiday this year. “Gifts for Long Distance” related terms made up 2% of these demographic searches. Those in a long-distance relationship were using additional keywords for their gift searches including “surprise”, “cute”, “great”, and “sexy”.

When focusing on kiddo-related terms, top keywords include cards, crafts, quotes, games, poems, homemade, printable, coloring, DIY, and art.

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2017 Valentines Day searchers measured for four weeks ending February 4th 2017. Methodology below.

If we can predict trends to stay on par with 2016 over the next couple weeks, then the remaining searches in February will be broken down in the following ways:

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2016 Valentines Day searchers measured for two weeks ending 2/20/16

Single and Fabulous

While Valentine’s Day may focus primarily on couples, there were still a high number of searches related to singles. Top themes include “Things to do”, “Benefits of being single on Valentine’s Day”, “Quotes for Singles”, “Valentine’s Memes for Singles”, and “Singles Events”. These search trends show us that people are embracing being single and are ready to mingle by searching for events/mixers in their area aimed towards the non-attached.

When looking at the demographics of all single-related search trends, the results were surprising with 40% of searches coming from Males and 60% from Females both primarily between the ages of 25-34.

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Single-related Valentines Day searchers measured for four weeks ending February 4th 2017.

Who’s Winning V-Day Traffic?

Top websites winning the most paid traffic from all Valentine’s Day related search terms so far in 2017 include the following:

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Top websites driving the most paid traffic from Valentines Day related searches, measured over four weeks ending February 4th 2017. Paid clicks represent percentage of paid searches that lead to website clicks.

Other websites that are winning traffic (from all searches, both paid and organic) include: Real Simple Magazine (3.1% of Search Clicks), Pinterest (2.24% of Search Clicks), Amazon (1.93% of Search Clicks), and AskMen.com (1.82% of Search Clicks).

When comparing Year over Year, the biggest increases in traffic acquisition from Valentine’s Day related search terms include Giftadvisor.com, Good Housekeeping, Adore Me, and Uncommon Goods.

What to Expect:

oWhen looking at Valentine’s Day related search terms last year, we can see that searches began to largely increase week ending 2/6/2016. Another interesting trend is that the searches didn’t stop there, and continued to spike for over a week after the holiday.

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Since searches seem to be following a similar trend to last year, we can expect that the last-minute shoppers will continue to be searching for Valentine’s Day ideas until the third week of February.

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Relative to 2016, this year is on pace for slightly higher Valentines Day related searches.

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Methodology: The analysis from Hitwise is based on US adults who searched for Valentines Day-related terms during the 4-week period ending February 4, 2017. For demographic searches, valentine-related terms were grouped together into distinct audiences to analyze trending results. For more information or a free demo of the Hitwise AudienceView product, please reach out to us here.