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Home and Garden trends in Germany post COVID-19

April 2021

Microsoft Advertising Insights examined the impact COVID-19 has had on the Home and Garden industry, specifically in Germany. When the first lockdown hit, Microsoft Advertising saw a large increase in both searches and clicks for all queries in the Home and Garden category. The top sub-category under Home and Garden that saw the most growth was Home Décor and Interior Decorating (+113% year over year). This shows that as people are following government mandates to shelter in place, they look to new projects around their house to keep them busy during their quarantine.

Along with looking into overall trends in the Home and Garden space, we also studied the most popular queries consumers searched for in recent months to get an idea of any upcoming trends we can monitor in 2021. Through this analysis, we found that clicks surrounding the generic term “hardware store” have quadrupled since November of 2020. Unlike branded terms, generic searches are common when customers haven’t yet committed to a certain business, which is why advertisers need to pay attention to those terms heavily used by the still-undecided shopper and potential new client.

If you’re a brand in the Home and Garden space, now is the perfect time to ramp up your spend as we head into spring. Our forecasting predicts that click volume will continue to increase by as much as 38% from March to June. Download our insights today to learn more about how you can take advantage of this growing trend across the market.

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