• Today is: Wednesday, December 13, 2017

Shopper frenzy for novelty Christmas Jumpers

4546aa306a01ee4ec8f62c5f00bc8be9
Warren Cowen
December20/ 2014

4546aa306a01ee4ec8f62c5f00bc8be9

OneHydra has today revealed that consumer search for Novelty Christmas jumpers has increased 235% since October 2014, with search for Rude Christmas jumpers leading the way with a 662% upsurge. This dramatic escalation in search could be directly attributed to the increasingly popular Christmas Jumper day (12th December) created by Save the Children.

Consumer demand has put pressure on retailers to offer a wider variety of festive jumpers, and there has already been a 235% increase in consumer search from October to November 2014 for the term Christmas jumpers. Estimated values indicate that search is set to continue this upward trend with a further increase of 234% from November – December 2014.

Taken from a basket of 736 different key words and phrases that included a wide variety of Christmas jumper types, key search terms that have seen a dramatic increase from October – November 2014 are:

  • Novelty Christmas jumpers – 235% increase
  • Funny Christmas jumpers – 517% increase
  • Cheesy Christmas jumper – 237% increase
  • Rude Christmas jumpers – 662% increase
  • Bad Christmas jumpers – 222% increase

These particularly popular search terms indicate consumers are searching for humorous jumpers in the lead up to Christmas jumper day. Retailers who have recognised the frenzy and met the consumer demand are:

  • Matalan
  • Asda
  • Next
  • ASOS
  • Boohoo

It comes as no surprise that ASDA are seeing such an increase given they are the official retail partner for Save the Children’s Christmas jumper day, further proof of the growing recognition for this event.

The research was completed using the OneHydra repository of over fourteen million keywords and ranked the keywords in terms of SEO visibility from October – December 2014.

Tanya Steele, Executive Director, Fundraising at Save the Children, said: “This year will be our biggest Christmas Jumper Day yet. We had over a million people take part last year and we want to see even more jumpers being worn this year. As with every campaign, partners play a huge role and we are thrilled that George at ASDA is our official retail partner. They have produced an amazing jumper range and stores across the UK will help us reach a huge audience and raise vital funds.

Thanks to our fantastic range and variety of partners, there is a Christmas jumper for every style and personality including our beloved pooches ­ so there really aren’t any excuses not to don a festive sweater and help raise millions of pounds to improve the lives of children around the world. I know the British public will get behind Christmas Jumper Day by signing up, donning a jumper and donating ­ the countdown to Friday 12th December has begun!”

Warren Cowan, CEO, OneHydra, adds: “As noted by Tanya Steele at Save The Children, Christmas Jumper Day has dramatically increased in popularity and over the past few years we’ve seen this reflected in the number of searches for Christmas jumpers and other related terms. Consumers are searching for low cost, humorous jumpers that they wear once and then throw to the back of the wardrobe. The retailers who are responding to consumer demand best will have analysed their data, spotted the trends and optimised their site accordingly.

This being said research has demonstrated that 35% of retailers do not reprioritise their site for seasonal keywords. With Christmas one of the biggest seasonal peaks of the year – 73% say Christmas is the seasonal peak that has the most impact on their businesses – retailers are missing out on an important revenue and falling behind their competition who may be optimising their SEO in real time.”

Warren Cowen

Warren Cowan is CEO and Founder OneHydra, the leader in automated search marketing and has been an expert in the search marketing industry for over 15 years. Cowan’s unrivalled search knowledge and unique perspective on the growth and movement of the industry is what has led his two separate businesses to leading roles in the digital marketing industry. Cowan has been recognized for his entrepreneurial capabilities on numerous occasions, including being shortlisted for ‘Entrepreneur of the Year’ and being named in Growing Business ‘Young Guns’ list of 30 fastest-running and most exciting young entrepreneurs.