2020 has been a year to never forget. From Pandemics to wildfires, this past year has affected the markets tremendously. Here are a few topics that have risen in popularity.
While searches in the game category have risen 65%, it’s important to note which products within such a broad category are rising. One game maker reported puzzle sales soared 370% for his company. The popularity of board games, jigsaw puzzles, and card games are performing well in light of COVID-19 because as consumers increasingly stay and work from home, the options for entertainment become quite limited.
Retailers looking toward the holiday season would be wise to amplify their promotion of games and other entertainment items. Here, a regional approach can be suitable. This category’s outlook is especially noteworthy. Historically, board games and other in-home entertainment gain even more popularity in winter months when the weather is less suitable for going outdoors.
It’s no surprise that during a pandemic, searches for health products have skyrocketed as much as 81%, according to our internal data. What’s more interesting is the specific types of products causing the boost. Items often sorted into the wellness category have seen the bulk of the additional search volumes. For example, searches for essential oils have jumped 61% this year, a clear sign that consumers seek comfort in their shopping.
Other related items that bring relaxation and peace-of-mind, like bath products, have also been winners in 2020’s ecommerce surge. Moreover, health and wellness products make excellent holiday gifts, presenting retailers an opportunity to offer discounts on such products as an incentive to consumers and stand out from their competitors.
The state of remote education is still in flux, with some countries, states, and school districts all creating their own online learning plans for 2021 and beyond. Additionally, many university campuses are going fully remote or expanding their remote learning offerings to comply with social distancing and, potentially, to widen their student base. The result? A 58% increase in search volume for online education-related products.
Consumer tech products such as laptops and tablets have seen strong sales growth, selling millions of more units than this quarter last year. The Online Education category builds on that tech to expand to more niche products, like microphones, webcams, and services that facilitate better eLearning. This can include offering courses to customers who need your expertise but can’t leave home to get it. Consider offering your own online courses to attract more of this growing search volume.
Gyms are some of the last places to reopen after pandemic shutdowns. Facing the dreaded “quarantine 15,” online shoppers have flocked to retailers offering fitness equipment. This has brought about a 51% higher search volume for the at-home fitness category than 2019. Retailers pursuing a new fitness sales strategy should keep their demographics in mind. Not every buyer has the budget or space for a state-of-the-art treadmill. However, smaller, more niche products have seen increasing popularity. Products like a kettlebell set can still carry a relatively high price point, yet also offer the consumer a quality product that doesn’t take up too much room in their potentially makeshift home gym.
Once again, the holiday season will be key for the further growth of this category. While quarantine scooped up many motivated exercise fanatics, it missed just as many people who instead dedicated their stay-at-home orders to sourdough bread kits. So there should be a good number of people with fitness resolutions on their 2021 New Year's resolutions.