This year in the Home and Garden industry, audiences have turned their attention to the indoors with plants, indoor paints/wallpapers and storage searches growing. As seen in our report, we look into Garden, DIY and Furniture searches in the weeks leading up to Easter, as well as compare the top-rising and top-declining products YoY.
How did the Home and Garden categories perform in the lead up to Easter?
Across the key categories, Garden product searches have taken the largest hit in the lead up to Easter. Since the start of March, searches were lower by 40%+ each week YoY. DIY searches also took a dip in the weeks leading up to Easter, with the largest disparity two weeks prior at -12% YoY. DIY has since recovered, with searches 5% higher in the week ending 21-April.
Furniture searches have followed a similar trend to 2017, edging slightly higher by 2% in the week of Easter YoY. Like last year, the peak period for this category occurred in late January.
What product searches saw the biggest drop?
The UK experienced an unseasonal heatwave in March 2017, which bolstered garden searches by 30%. Products that drove 2017’s growth, such as “sun loungers” and “BBQs”, have since seen the largest declines in 2018.
Big purchases that drove 2017’s DIY category also failed to reach the same heights. Searches for “pressure washers” and “power drills” dropped by 30%+, along with outdoor DIY like “decking paint”. Whilst Furniture overall saw similar results to last year, certain products had fallen out of interest. Compared to 2016’s Easter, products like “wicker” or “recliner” chairs and “leather” sofas dropped by 25%+.
What product searches saw the biggest rise?
Freezing temperatures prompted people to turn indoors with home improvement and home décor projects. Searches for “indoor plants” and “house plants” grew by 37% and 27%, respectively.
Indoor DIY also replaced outdoor DIY. Paint searches with “mould” and “emulsion” grew by 40%+. “wallpaper” searches also rose by 25% over Easter YoY. Furniture + storage trend continued to grow in 2018, a trend noted in 2017’s Easter. Searches for “bed with storage” and “parisot bed” (for children) rose by double digits YoY.
Make sure you keep track of these fast-moving search terms by category
Wicker is out, indoor plants are in… Ensure tracking of fast-moving search terms by category is a weekly or even daily occurrence over peak periods. It is important to benchmark category performance across your competitors so that you can identify product gaps and opportunities.
To learn more insights on the Home and Garden industry, download our full report here.