Valentine’s Day: Searchers and Seekers

Written on
Feb 8, 2017 
Adotas  |

When comparing last year to this year’s Valentine’s Day-related searches by US adults (during a 4-week period), Hitwise reveals that while searches begin to largely increase the week ending February 6 they didn’t (and won’t) stop there. They continued to spike for over a week after the holiday. Since searches seem to be following a similar trend to last year, we can expect that the last-minute shoppers will continue to be searching for Valentine’s Day ideas until the third week of February.

Single Searchers

While Valentine’s Day may focus primarily on couples, there were still a high number of searches related to singles. Top themes include “Things to do”, “Benefits of being single on Valentine’s Day”, “Quotes for Singles”, “Valentine’s Memes for Singles”, and “Singles Events”. These search trends show us that people are embracing being single and are ready to mingle by searching for events/mixers in their area aimed towards the non-attached.

When looking at the demographics of all single-related search trends, the results were surprising with 40% of searches coming from Males and 60% from Females both primarily between the ages of 25-44.

Single-related Valentine’s Day searchers measured for four weeks ending February 4th 2017.

Who’s Winning V-Day Traffic?

Top websites winning the most paid traffic from all Valentine’s Day related search terms so far in 2017 include the following:

Top websites driving the most paid traffic from Valentine’s Day related searches, measured over four weeks ending February 4th 2017. Paid clicks represent percentage of paid searches that lead to website clicks.

Other websites that are winning traffic (from all searches, both paid and organic) include: Real Simple Magazine (3.1% of Search Clicks), Pinterest (2.24% of Search Clicks), Amazon (1.93% of Search Clicks), and (1.82% of Search Clicks).

When comparing year over year, the biggest increases in traffic acquisition from Valentine’s Day related search terms include, Good Housekeeping, Adore Me, and Uncommon Goods.

Methodology: The analysis from Hitwise is based on US adults who searched for Valentine’s Day-related terms during the 4-week period ending February 4, 2017. For demographic searches, valentine-related terms were grouped together into distinct audiences to analyze trending results.


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