Think With Google Sheds Light on Rising Retail Categories

Business can use it to inform decisions during the Covid-19 crisis

The tool provides a look at the fastest-growing product-related categories in Google Search Google

Think With Google has a new rising retail categories tool to help businesses understand the types of products people are search for the most during the coronavirus pandemic.

The tool provides a look at the fastest-growing product-related categories in Google Search, locations where those categories are growing (on a national and state level) and queries associated with them.

The rising retail categories tool, with metrics that are updated daily, will be widely available in the U.S. starting Thursday and will go global in the coming weeks.

Product manager Pallavi Naresh said in a blog post, “Since Covid-19 began, we’ve heard from our retail and brand manufacturing partners that they are hungry for more insights on how consumer interests are changing, given dynamic fluctuations in consumer demand. We see these changes reflected in how people are searching on Google. Last month, we saw spikes in search interest for household supplies and jigsaw puzzles as people spent more time at home. This month we’ve seen surging interest for sewing machines and baking materials in the U.S., and tetherball sets and chalk in the U.K. and Australia.”

The top 10 trending categories in the U.S. over the past month were:

  1. Swimming pools
  2. Golf bag accessories
  3. Water parks and slides
  4. Neck gaiters
  5. Sneeze guards
  6. Evaporative coolers
  7. Outdoor umbrellas and sunshades
  8. Pool liners
  9. Pool covers and ground cloths
  10. Party streamers and curtains

Naresh said a group of businesses that saw a preview of the data came up with ideas on how to apply it for content creation, promotional efforts, products and services.

She offered the following examples: A cookware company saw that flour was rising in the U.S. and teamed up with a famous local chef on recipes that incorporate flour; a jewelry and accessories company teamed up with fitness influencers after seeing a spike in free weights; and an apparel company used the data to inspire new product lines.

Naresh wrote, “For the next few months, we’ll update the tool with fresh data every day and hope this will help businesses of all sizes find new pockets of consumer interest during these challenging times.” David Cohen is editor of Adweek's Social Pro Daily.