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Online Trends in the Baby Products Industry (Backed by Data)
Salience Search Marketing provides the latest insights into what consumers are popping into online search engines when looking for new products and has provided the Baby Products Association with an interesting insight into how Covid has affected the baby products markets.
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lot has changed in the baby product market in the past year. With Covid-19 sweeping the nation, retailers have been forced to shut their doors and adapt to the new world of ecommerce. More purchases are happening online then ever. So, understanding how the baby product market has changed year-on-year (YoY) can provide helpful insight. The following article will dive into the online trends and changes the baby product market has experienced throughout 2020. With this, you’ll be able to focus your efforts and make sure your 2021 campaigns and goals are focused on growing areas.
Event-Related Baby Products Experienced a Hit
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With lockdown causing public events to go into hiding, birthdays, christenings, and parties were cancelled. As a result, baby product interest relating to specific events decreased. In particular, searches for “boys christening outfit” decreased by -64%. Additionally, the keyword “christening outfits” decreased by -81%. With lockdown restricting these events, it’s no surprise to see trends relating to them receding YoY.
More purchases are happening online then ever. So, understanding how the baby product market has changed year-on-year (YoY) can provide helpful insight.
Road trips may have taken a hit as well, as searches for “booster car seat” declined by -37% YoY. The term “car seats” also saw a small decline (-13%). If you’re looking to release product collections related to events or outdoor pursuits, it might be best to park them during the lockdown. Save them for when people are allowed to meet up again.
Baby Clothing is on the Rise
Over the past year, evidence suggests interest surrounding baby clothing is on the rise. New research published in a baby product market report by Salience, found keywords relating to baby clothing to be on the increase. The keyword “baby clothes” was up by 49% YoY. Onesies have been huge this year as well, with searches for boy onesies up by 101% and searches for girl onesies up by 66%. With more people staying at home with their children, you can imagine why parents are buying their babies pyjama-related clothing. It wasn’t just babies and infants that saw a rise – new-borns did as well. The search term “newborn baby clothes”
