January sees people start worrying about the weight they gained over the New Year's holidays, and they set out looking for active vacations and ways to get into shape. We noted a spike in clicks on ads related to skiing, ice skating and snowboarding, as well as elliptical trainers. Soon after, gardening enthusiasts start looking for seeds and bulbs in the month of February, which also brings a traditional spike in interest in gifts for Valentine’s Day — cards, chocolates and heart-shaped gifts. Women’s Day on the 8th of March causes a significant spike in flowers, both natural and artificial, individual and bulk orders.
Along with the warm weather, April brings a surge in clicks on summer tires, bicycles and roller skates. In May, it’s warm enough to begin going to the country house for the weekend, so users look for products for their gardens and homes outside the city. The top categories for June include binding services for students who are printing their dissertations. At the same time, pools and air conditioner repair services draw clicks as the warmer weather sends people looking for ways to cool off.
In July, users are interested in anything and everything related to vacation: from portable fridges to cruises and yacht rentals. In August, parents begin buying school uniforms for their children (interest in bulk purchases hits its peak a month earlier). Owners of country houses start preparing for the worsening autumn weather — siding, waterproofing and septic services top the click charts. With the beginning of the academic year in September, the top of the charts are taken up by anything related to school and after-school activities like martial arts and dance classes.
October sees peak interest for products related to the changing temperature — as autumn brings colder weather, users search for snow tires, winter coats and space heaters. November is when stores begin preparing for their holiday sales: with clicks peaking for bulk purchases of Christmas trees and decorations. December is virtually dominated by holiday goods. Among typical presents for kids, it’s ice skates, video games and sleds that see the highest surges.
"Yandex’s advertising technologies make it possible to adjust marketing activities according to your campaign goals and seasonal changes in demand. Your approach to your target audience should vary throughout the year. When business is slower, you can focus on maintaining brand recognition and reacting to active interest, and then maximize your online presence using a range of advertising formats once business picks up. We recommend preparing for the high season in advance, keeping track of your ROI and fine-tuning your campaign as your audience's activity levels change."