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2008 was the year of the voucher code, however 2009 is starting to look like the year of looking after yourself and your property.
Kelkoo has seen a large increase in searches for home related items such as consumer electronics, household appliances, and garden products.
2008 has been the year of the voucher code. The product search market has witnessed substantial increases in keyword queries for mainly retail and travel codes offering consumers discounts, cashback and 2 for 1 deals. As a result, the number of users to voucher code sites has doubled and two sites, hotukdeals and myvouchercodes, featured in the Hitwise Top 10 Shopping Rewards & Directories list for November with a respectable 10.16% market share between them, up from 5.41% in January 2008.
Secondly, we saw the emergence of fashion retailers advertising on product search engines in the run up to Xmas 2008 for the first time. Brands such as TopMan, Republic, Evans and Adidas who had not previously worked with Kelkoo, all ran marketing campaigns listing their products in order to generate sales via their online stores. Other notable observations in 2008 was the growth of the Baby& Nursery category, launch of numerous new price comparison and meta search websites, reduction in cars and travel related searches.
The Most Popular Searches over Xmas 2008:
Nintendo DS Lite
Three main themes are apparent from the first ten weeks' search data in 2009.
The first theme is an increase in generic searches for household appliances and garden products. From the top 5 lists below, you can see that users are now searching in greater volume for products they use regularly or everyday such as washing machines, tumble dryers and lawn mowers. The theory to explain this increase could be that UK consumers are planning on staying at home more in 2009, updating their property in the face of falling house prices and the weakening £ sterling against the Euro and US $ dollar.
The second theme to emerge further supporting the first is the increase in searches for DIY related search terms such as wardrobes and recipes. The theory to explain this increase could be that UK consumers are planning on being more frugal in 2009, building new storage cabinets or wardrobes themselves and cooking more at home instead of eating out, ordering takeaways.
The third theme to emerge, more in response to the current cold weather than economic downturn is the high volume of searches for gas fires, North Face jackets and Berghaus clothing for men.
Top 5 Product searches in 2009:
Freeview with set top box
North Face Jacket
Honda Lawn Movers