UK Home & Garden...Top 10 volume searches YoY by Category Appliances Bedding & Linen Furniture...

UK Home & Garden

March 16, 2020

HYPOTHESIS

Since consumers are currently spending a lot more time at home,

they might look to invest in more home & garden

products/equipment which will best suit there needs when they are

working/spending time at home.

05/Jan-

11/Jan

12/Jan-

18/Jan

19/Jan-

25/Jan

26/Jan-

01/Feb

02/Feb-

08/Feb

09/Feb-

15/Feb

16/Feb-

22/Feb

23/Feb-

29/Feb

01/Mar-

07/Mar

08/Mar-

14/Mar

2019 2020

Home & Garden searches have maintained volume past peak season with 43% growth

in year-over-year (YoY) searches on the last week

43% YoY

on last

week

Overall +3% YoY

Indexed searches

Overall +19% YoY

7% YoY

on last

weekIndexed clicks

Source: Microsoft internal data, Bing O&O traffic, all devices

There has been strong Home Furnishings and Garden & Patio query growth despite

declines seen in other sub-categories

Query samples

Appliances: “blender,” “kettle,” “microwave,”

“mini fridge”

Bedding & Linen: “mattress,” “towels,”

“bedding,” “duvet covers”

Furniture: ”sofa,” “bedroom furniture,"

“single beds," “bunk beds”

Garden & Patio: “pergola," “fire pits," “gas

BBQ," “garden sheds”

Home Furnishing: “clocks," “blinds,"

“candles," “cushion covers”

Kitchen: “kitchen tiles," “wine glasses," “wok”

Appliances Bedding & Linnen Furniture Garden & Patio Home Furnishings Kitchen


Indexed searches for

Home & Garden sub-verticals

Home Furnishings searches have massively increased YoY


-40%

-20%

0%

20%

40%

60%

80%

100%

120%

140%


YoY search growth for

Home & Garden sub-verticals

126%

YoY

29% 27% 28% 27% 26% 25% 24% 24% 24% 23%

10%10% 9% 8%

7%7% 7% 7% 6% 5%

24%23%

22%22%

22%21% 22% 20%

19%18%

7%8%

8% 8%9%

9% 9%9%

10%10%

22%24% 25% 26% 29% 31% 29% 32% 35% 38%

7% 8% 8% 8% 8% 8% 8% 7% 7% 6%

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar


Home Furnishings queries have become the most searched

sub-vertical in Home & Garden2020 share of search volumes

All other

categories are

dropping in share

and volume,

however, these

trends appear to

follow normal

seasonality

trends


blinds

clock

curtains

venetian blinds

wallpaper

wooden blinds

Home Furnishings search growth is being driven by searches

for Blinds


*Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 10th March with minimum of 1000 Searches

Top growing queries YoY

• venetian blinds• wooden blinds


top 10 Home Furnishing queries

garden furniture

garden sheds

garden sheds sale

gazebo

hot tub

hot tubs

parasol

pergola

Despite Furniture decreasing, Garden Furniture queries are

growing significantly


top 10 Garden & Patio queries

Top growing queries YoY

• summer houses garden• trees small gardens


*Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 10th March with minimum of 1000 Searches

Volumes of sub-category search variations are growing This highlights the importance of broad approaches like utilising Dynamic Search Ads

Rela

ted

wo

rds

20

19

Rela

ted

wo

rds

20

20

Rela

ted

wo

rds

20

19

Rela

ted

wo

rds

20

20

Increase in

words highly

related to

Garden YoY

Increase in words

highly related to

Blinds YoY


Volumes of sub-category search variations are growing This highlights the importance of broad approaches like utilising Dynamic Search Ads

Rela

ted

wo

rds

20

19

Rela

ted

wo

rds

20

20

Rela

ted

wo

rds

20

19

Rela

ted

wo

rds

20

20

Increase in

words highly

related to

Kitchen YoY

Increase in

words highly

related to

Furniture YoY


Appliances Bedding & Linen Furniture Garden & Patio Home Furnishings Kitchen

[brand] mattress [brand] [brand] wallpaper [brand] kitchen

blender [brand] bedding furniture [brand] wooden blinds [brand] kitchens

washing machines [brand] mattress beds garden furniture venetian blinds kitchens

best vacuum cleaner highest rated mattresses sofa garden sheds [brand] kitchen

[brand] vacuum cleaner mattresses sofas gazebo clock [brand] kitchens

best coffee machine [brand] mattress UK [brand] uk hot tubs [brand] curtains kitchen units

[brand] bedding bedroom furniture hot tub blinds kitchen taps

washing machine mattress topper sofa beds garden sheds sale [brand] blinds kitchen sinks

microwave memory foam mattress [brand] furniture pergola curtains kitchen designs

coffee machine duvet covers oak furniture parasol [brand] kitchen tiles

Source: internal data, Bing O&O traffic, all devices, March 2019 vs. March 2020 until 15th March

Top 10 volume searches by category

Top 10 volume searches YoY by Category

Appliances Bedding & Linen Furniture Garden & Patio Home Furnishings Kitchen

capsule coffee

machine

highest rated mattresses best leather sofas [brand] garden sheds

sale

wooden blinds [brand] neverstick pans

best coffee pod

machine

silk pillowcases UK furniture living room trellis fence panels venetian blinds casserole dishes

pod coffee machines mattress topper double [brand] garden storage boxes

waterproof

shutter blinds wok

cordless vacuum

cleaner

silk pillowcases [brand] uk garden sheds delivered

erected

ex display dining sets [brand] kitchen table

chairs

[brand] hair dryer sale luxury bedding sets clearance rise recliner chair summer houses garden cushions [brand] kitchen

microwaves [brand] pillows neck pain leather recliner chairs trees small gardens roller blinds windows [brand] pans

soup maker machines [brand] towels [brand] uk garden sheds sale near

me

door mats indoor kitchen roll holder

[brand] uk bedspreads king size table protector fire pits garden [brand] cushions kitchen waste bins

vacuum cleaner flannalette bedding [brand] clearance

furniture

plant stands indoor window blinds [brand] food processor

Source: internal data, Bing O&O traffic, all devices, March 2019 vs. March 2020 until 15th March

UK Home & Garden...Top 10 volume searches YoY by Category Appliances Bedding & Linen Furniture...

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