When Consumers Buy Most, Based on ‘Near Me’ Searches
Common wisdom is restaurants get the most business on Mother’s Day, which is coming up on May 13. But is common wisdom about shopping, dining, calling plumbers, etc., accurate? When do consumers actually look “near me” to buy?
Research announced yesterday by Synup, a local online marketing services provider, broke local searches down by date and vertical — based on Synup’s 2017 data from 3,600 brick-and-mortar business clients. (Opens as a PDF)
Synup's "2017 Study of Seasonal Business Trends Through the Holidays" provides plenty of unexpected results, says Ashwin Ramesh, founder and CEO of Synup.
In the press release announcing the findings, Ramesh says:
“Our aim with this study was to help business leaders fine-tune their efforts in attracting customers by anticipating consumer behavior. Some very interesting surprises came up when it came to activity that predicted a person's likelihood of spending money. For instance, the most popular belief is that searches were the best signal for spending, but as it turns out it's actually a person obtaining directions to an establishment.”
Hence, the “near me” and related searches coincided with increased in-store sales, the research found.
Local Search and Restaurant Spending
So how about that accepted wisdom about Mother’s Day and restaurants? Wrong, finds Synup. And if marketers guess Valentine’s Day next, they’re wrong again.
“July 7th was the best day in the whole year for restaurants,” the research finds.
In 2017, that Friday coincided with back-to-school shopping, summer vacation and Independence Day celebrations.
The research states:
“The week after Dec. 25 was the third-best in the year, only preceded by two consecutive weeks during the summer vacation of 2017. The week between Dec 24 and Dec 31 experienced a 15.51 percent increase, as compared to the average week in 2017, and a 16.13 percent increase compared to the average week in December 2017.”
Still, Valentine’s Day did get some love:
“Restaurants experienced a 49 percent increase in search views on Valentine’s Day Tuesday in comparison with any of the other Tuesdays in the month.”
Retail’s Best Month Is December
Here’s where common wisdom holds up. Despite the Amazon effect, of created shopping events, Christmastime is by far the biggest shopping season.
Synup finds that local searches are at their highest during this time period, too.
The research states:
“December is the best month for the shopping sector, hands down, with this industry experiencing an increase of 55.7 percent in consumer interest during Christmas week.”
Hotels Do Best When Minors Are on Summer Break
Local search traffic increases during July and, to a lesser extent, Christmas.
The research finds:
“The summer vacation sees the most marked increase for this sector, with July standing experiencing a 24.51 percent increase in consumer interest as compared to the average month. There is a general upward trend leading up to July, and an overall downward trend after that leading up to December.”
As for Holiday 2017, Synup writes:
“Christmas week experiences a 7.28 percent increase in direction requests compared to the average week in 2017.”
What do you think, marketers?
Please respond in the comments section below.
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