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Search marketing insights for holidays 2018

September 2018

It's never too early to start planning for the holidays. We’ve made it easier than ever for you to get the insights, statistics and tips you need to optimize your holiday campaigns. Set yourself up for success this season. Explore what we have in store for you.

The 2017 holiday sales in Canada grew 5.1% year over year and the same trend is expected to continue in 2018, while online sales are expected to grow 15.6%.

Tip: 43% Canadian shoppers prefer to research online and buy in store, otherwise known as webrooming. Help online searchers find your store with location extensions and bid boost when they're close in proximity.

Harness the power of Bing’s audience

More than half of Canadian searchers on the Bing Network have children present in the household. And the annual poll by Newswire shows that Canadians with kids plan to spend 45% more than those without kids.

 

302 million

searches
 

14 million

searchers
 

22%

market share

Tip: Expand your audience and reach the Bing Network's high-value shoppers ready to buy with Keyword Planner tool.

Plan for searches to ramp in October and sustain throughout the season

On the Bing Network, 3 out of the 10 top holiday search days were in October. In fact, 21% Canadians plan to start their holiday shopping between July and October.

Use the filters below to explore trends by device and industry to help with budget planning.

Tip: Ensure you have UET enabled to take advantage of remarketing throughout the season.

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Did you know Black Friday search queries on the Bing Network peaked during the week prior to Black Friday?

On the Bing Network, brand-specific searches occur more often on Black Friday and Cyber Monday. Expand into nonbrand keywords early in the season to build familiarity prior to these peak days. Explore last year’s top searches below or use keyword planner to discover new opportunities.

Tip: Learn how using Broad Match can help you save time building keyword lists this holiday season.

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