As the housing market continues to revive in the wake of the financial crisis, competition amongst home goods retailers has become more intense. Analyzing Memorial Day traffic in Home & Garden this year (compared to Memorial Day 2016) provides a snapshot of how brands are staying competitive during peak sales days.
We focused specifically on brands who pulled the highest percentage of traffic from searches around furniture, appliances, décor, home furnishings and garden over the course of this key shopping day.
Unsurprisingly, Amazon pulled the most website visit share compared to the entire online retail industry. As with many retailers, Amazon has been ramping up their paid search clicks in the weeks leading up to Memorial Day.
Houzz in particular invested quite heavily in paid search for Memorial Day 2017, and more than tripled their paid traffic from 21% to 67% of website clicks. As you can see in the chart below, this strategy paid off for Houzz, and this year they emerged from little-known home design website into a small but notable player in the Memorial Day market:
Hitwise, a division of Connexity Inc., measures online traffic on desktop and mobile devices.
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