Consumer search for seasonal attire is set to peak from the last week of November until the week commencing the 29th December, according to OneHydra. In particular search for party dresses is set to soar not only in the lead up to the festive season, but throughout. This therefore puts pressure on brands to be ‘search ready’ in this competitive period.
2013 data indicated that there were over 16 thousand searches a day at the height of the party season, over a 400 per cent increase on the average four thousand between Spring and Summer and this year’s volumes are set to surpass those of last year.
Taken from a basket of 2,000 different keywords and phrases that included ‘party dresses, key search terms that have been particularly popular so far this season are:
- Party Dresses
- Plus size party dress
- Red party dress
- Maternity party dress
This snapshot of popular Christmas keywords demonstrates that consumer search is still generalised, and consumers are looking for multiple options in the beginning stage of their search for party dresses. However, there are a few branded search terms that are performing well:
- Asos party dress
- Topshop party dress
- River Island party dress
- Monsoon party dress
The research was completed using the OneHydra repository of over fourteen million keywords and ranked the keywords in terms of SEO visibility from October – November 2014.