A new study by Hitwise, a division of Connexity, has found that one in every 300 online searches is focused on finding a coupon, sale, discount or deal. And, when it comes to deal-hunting, shoes and boots are the most targeted items.
“When it comes to searches for ‘sales’ specifically, footwear, including shoes and boots, are the most commonly sought-after products throughout the year,” said John Fetto, senior research and marketing analyst at Connexity. “August is the peak month for shoe sale searches while November and December are tops for boots.”
According to the study, in just the past year, the share of all online searches seeking a deal has increased by nearly 40 percent.
While the interest in shoe deals is good news in many ways, the findings can also be a cause of concern.
Research has shown that the more plentiful sales and discounts become, the more likely it is that consumers will grow to expect mega-sales every time they shop. This new standard can take a tremendous toll of profit margins for footwear firms.
The past holiday season alone — which was rife was heavy promotions and saw many footwear and apparel companies garner dismal profits — is evidence of the negative impact that excessive discounting can have on companies.
Coupons from Macy’s, Kohl’s, JC Penney and Target were among the most heavily searched by brand (on mobile devices).
(The data in this study was drawn from the Hitwise U.S. panel of 10 million online consumers, including 3.5 million mobile devices.)