Welcome to the first edition of eBay Partner Network’s Hot Categories forecast. In this post we will outline our July predictions for the UK, DE and US regions*. With this we aim to help you drive optimal levels of traffic by capitalising on trending categories. What’s Hot?
Use the below graphic to see What’s Hot this July:
Suggestions: As you can see many of the selected sub-categories spike for the duration of the month, offering publishers the chance to implement mid-term content strategies for their sites. The Home & Garden category offers an extensive range, providing the opportunity to combine complementing campaigns for optimal results.
Suggestions: Due to the sunny weather, life in July mostly takes place outside, which is why the demand for outdoor and garden accessories increases. This can be seen, for example, in the sub-categories Camping & Outdoor as well as in Sports and in Pavilions & Party tents within the Home & Garden category. According to our last year’s analysis those categories are expected to have a higher traffic for several weeks.
Suggestions: The summer weather is clearly opening up activity opportunities, with the lifestyle category forecasting a rise in concert tickets, golf, sports tickets and water sports sales. In line with this the Yard, Garden & Outdoor Living sub-category is also forecasted to benefit from the seasonal sun.
Remember: If you are intending to publish content based on individual weeks, bear in mind timing. Make the most of these predictions by keeping on top of what’s hot and what’s not; trade out less active categories for other, more popular ones.
Make sure you check back next month for the latest forecasts!
How do we define a ‘Hot Category’?
Aside from showing a significant spike versus the rest of our marketplace, each category selected must be large enough to be considered relevant. Categories such as Fashion / Women’s Clothing or Electronics / Mobile & Smartphones, which show relatively little fluctuation, have been excluded from our selection.
So how does it work?
Each month we will post the categories we expect to spike on our blog. Using previous data trends* as the forecast model we are able keep you in-the-know with an easy, accessible visual aid. You’ll be able to anticipate what content to publish, which ads and offers to promote.
Just read our blog on a regular basis and then reactively adjust your performance strategy to align with the forecast. Simple as that! Multiple spiking categories can be found here.
Questions? Don’t hesitate to get in touch.
*All data has been aggregated at weekly level for every level 2 category across the following time frames:
- UK program– Transaction data on UK site from 2013-01-01 to 2013-12-31
- DE program – Transaction data on DE site from 2013-03-31 to 2014-04-11
- US program – Transaction data on US site from 2013-03-31 to 2014-04-11