Gener8’s Pageview and Demographic datasets enable deep analysis of consumer gift research behaviour
As the holiday season approaches, toy gifting increasingly rises to the top of mind, with parents, relatives, and friends all on the search for the perfect Christmas gift. Understanding the nuances of search intent during this period is crucial for retailers aiming to optimise their marketing strategies, capture consumer attention and boost sales.
In this article we explore the seasonality nuances of toy-related searches between platforms, analyse keyword qualifier patterns, and deep dive into the demographic differences that influence search behaviour. By analysing these factors, brands and agencies can refine their marketing strategies and better cater to the needs of their audiences during this critical period.
The typical peak in toy-related search activity usually occurs in mid to late November, as parents and families start preparing their Christmas gifts and look to take advantage of sales during the Black Friday weekend. This seasonal shift in behaviour is especially noticeable when analysing data from Google Trends over the past 5 years, where the yearly spike in gift-related interest is clear to see.
At Gener8, we are able to observe the same intent seasonality as Google Trends across search engines over the past 13 months.
However, we can go much further.
At Gener8, we are able to delve deeper, comparing patterns on search engines like Google and Bing with those observed on eRetailers such as Amazon. One notable trend that quickly stands out is the difference in toy gifting peaks. While search engines see a surge in mid to late November, the peak on Amazon occurs later, typically around the second week of December, highlighting a distinct shift in search intent timing between these platforms.
This is likely driven by the surge in last-minute gift shopping, where the December peak highlights the strong trust users place in Amazon's ability to deliver presents on time for the big day. The convenience and reliability of Amazon’s delivery service clearly plays a crucial role in reassuring shoppers during this critical period.
Our research indicates that 90% of toy-related searches are generic, and lack specific toy brand qualifiers. This is logical, as many consumers are not looking for a particular brand or product, but are instead conducting research based on factors like the child’s age, gender, or a combination of both (e.g., toys for 3 year old boys).
Interestingly, only 28% of toy-related searches specify the child’s gender. However, it’s notable that this preference gradually increases with the child’s age, reaching up to 48% when consumers search for gifts for children aged 10 to 14.
When examining branded search intent for the top 20 toy brands in the UK, it's particularly interesting to note that traditional, well-established brands like Lego and Barbie continue to dominate the search share. This is likely due to the fact that purchasers are more familiar with these brands and tend to place higher trust in them when making their buying decisions. The strong brand recognition and loyalty built over generations likely contribute to their sustained popularity, especially during key shopping periods like Christmas.
It is particularly interesting to observe that branded search qualifications based on a child's age were closely aligned with the recommended age ranges specified by the toy brands. This alignment demonstrates how consumers are paying attention to age-appropriateness of toys when conducting their gifting research.
Overall, millennials have shown the highest index in conducting toy-related searches (i123). This trend is likely attributed to the fact that, as a generation, they are more inclined to be parents of young children themselves. Additionally, many millennials are friends with couples who have kids, further influencing their search behaviour.
While women generally indexed higher than men in toy-related searches, the difference in intent was especially pronounced among Millennial women with an index of i278; 3.5X higher than men and the key drivers of the Millennial average. This group is particularly noteworthy, as they are most likely to be mothers of young children, making their search behaviour more significant in understanding overall trends in toy gifting. Brands and agencies take note!
We utilised Gener8's Pageview and Demographic datasets to uncover behavioural insights behind toy-related search intent. Gener8 Labs’ complete data and insights solution empowers media and marketing businesses to find actionable consumer and market insights, using our unique, consented, first party panel data sets that are all connected around one user ID.
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