Who Buys More Pet Supplies on Amazon–Dog or Cat Owners?

Americans are serious when it comes to their pets. According to a recent survey by the American Pet Products Association, approximately 67% of U.S. households own at least one pet—that’s 84.9 million homes!

There has been a steady increase in the number of pet-owning Americans over the years. In 1988, the first year the same survey was conducted, 56% of U.S. households owned a pet. Of course, the more pet owners there are, the more demand there is for pet supplies.

As the leader in global ecommerce acceleration, we’re constantly curious about the forces impacting shifts in consumer behavior. So, to celebrate National Pet Day, we decided to do a deep dive into the online sales for pet supplies to answer a few burning questions:

  • When do people do the most online shopping for pet toys?
  • When are people most likely to buy clothes for their pets?
  • What about pet food?
  • And did COVID-19 change the way people shopped for pet supplies online?

To find out the answers to these questions, our data science team analyzed market demand for pet supplies on Amazon over the past three years. A few of our key findings at a high level:

  • Demand for pet supplies was consistently high throughout 2021—week over week, dogs outrank cats
  • Demand for pet toys peaks during the holiday shopping season
    • Dog toy demand +148% week of Dec 12
    • Cat toy demand +74% week of Dec 12
  • Early pandemic brought temporary increase in demand for pet supplies, with consistent year-over-year increases ever since
  • Online demand for pet food at an all time high in early 2022

Let’s dig into the data.

When is market demand highest for pet supplies?

First, let’s examine weekly demand for pet supplies as a combined category from January 2021 through the end of February of this year.

Demand remained fairly consistent throughout the year, peaking during the “dog days” of summer, and hitting a low point during the holidays.

It appears that demand in 2022 has already begun to climb ahead of January and February of 2021, suggesting this might be a strong year for online sales of pet supplies.

Here’s what demand looks like when we split out the top 3 types of pet categories in our analysis:

Dogs are the most popular pet in the U.S., so it comes as no surprise to see that demand for dog supplies sit at the top of this chart. Cat supplies fell not too far behind, with a nearly identical trend line to that of dog supplies.

Supplies for pet birds meanwhile feel far behind that of America’s most popular pets, seeing only a tenth as much demand.

For a clearer comparative view, we can examine the change in weekly demand for these categories. This also allows us to add a more specific category, like fish tanks, to see if demand for pet fish supplies looks any different.

Here we see that pet bird supplies see demand peak in the spring, with weekly demand rising by as much as 31% over the annual average during the week of May 2.

Fish tanks see demand peak in early spring and again in late summer, with their low point coming in late November and early December.

As for dog and cat supplies, this view underscores just how consistent demand stays throughout the year. The week of June 20th was the peak for both categories, with a relatively modest 11% increase for dog supplies and 9% increase for cats.

Demand decreases rapidly in early fall through the winter for pet bird supplies, while the early December dip for cat and dog supplies maxes out at about 14% below the annual average.

When is market demand highest for pet toys and other specialty items?

While pet supplies see consistent demand throughout the year (particularly for cats and dog), what about the “non-essentials” like pet toys?

Here we see that when the holidays roll around, our furry friends are just as likely to have a pile of presents under the Christmas tree as anyone else, as demand increases by a whopping 117% vs. the annual average during the week of December 12.

You can see that after the holidays, pet toy demand spiked somewhat during the week of Valentine’s Day, 2022 — a phenomenon we didn’t really see in 2021, suggesting 2022 might be seeing some increased demand during certain times of year.

Here’s what demand looks like when we compare cat toys and dog toys:

As expected, demand for dog toys is consistently higher than cat toys, and both see their peak fall during the week of December 12th. But it’s definitely dog toys that get the biggest overall holiday shopping bump, with weekly demand rising by 148% as compared to the 74% increase that cat toys saw during the same week.

When is market demand highest for pet food?

Demand for pet toys followed a pretty unsurprising trend, with a major emphasis on the holiday shopping season. But what about pet food? Is there a certain time of year where pet owners tend to stock up, or does it mirror the relative consistency of pet supplies as a broad category?

Let’s find out.

Demand for dog food is slightly higher throughout most of the year than cat food, with the trends between the two once again remaining quite similar. Dog food saw a slightly springtime bumb, with demand peaking in early May.

Then both cat and dog food saw demand dip slightly over the summer and peak again in the fall.

Interestingly, both cat and dog food has seen demand skyrocket in early 2022 compared to the same time in 2021. We’re not sure what could be driving this trend, but it makes us want to take a wider look at the trends for these categories over the past few years.

The short and long term impact of COVID-19 on demand for pet supplies

We’ve seen a few indicators that 2022 is shaping up to be a big year for pet supplies. Is this part of a larger trend over the past few years? Have the past couple of years spent working from home led more Americans to get new pets, and thus had a long term impact on demand for pet supplies?

Let’s take a look.

This chart makes a strong case that the pandemic has increased overall online demand for pet supplies.

Now, to be fair, demand for pet supplies started 2020 with demand well ahead of 2019. But we see a clear increase in monthly demand during the first months of lockdown, hitting a high point for the year in April.

Here’s a weekly view of 2020 to highlight the impact of the early pandemic on online demand for pet supplies.

Demand rose sharply as people turned to Amazon to stock up on supplies in the face of lockdowns and the early pandemic. But while that initial increase in demand was clearly an acute reaction to supermarkets and pet stores temporarily closing their doors, there’s been an undeniable year-over-year increase in 2021 and 2022 so far.

The long term trends for dog and cat food look somewhat different than pet supplies as an entire category:

Demand for dog and cat food also rose sharply in the month of March, but fell off much more quickly in April. This might be the result of people overcorrecting and stocking up on far more than they needed to early in lockdown, and then returning to in-store shopping after burning through their stash of pet food.

2021, meanwhile, started the year behind 2020, but quickly rose above any previous year, but 2022 has already brought an all-time monthly high when compared to any of the previous two years.

The early months of the pandemic had a negative effect on dog and cat toys, as people were clearly more likely to spend their money on essentials like food and supplies.

2020 did see the holiday demand rise to an all-time high, however, suggesting that perhaps there were indeed more new puppies and kittens in houses across America that year.

2021 saw monthly demand remain consistently higher than any previous year until the holidays hit, when 2020 was still slightly higher.

A lesson for brands

Pet supplies are popular year-round, but our data shows that different types of pet supplies hit their peak in demand at different times of the year than others.

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

And, if you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, schedule a demo today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.