Analysis: 4th of July and Demand for Backyard & Outdoor Products

There’s no question that Independence Day is the summer holiday in the United States. From fireworks and parades to pool parties and backyard BBQs, July 4th is synonymous with some of our very favorite summertime traditions.

So, with temperatures rising and Independence Day 2021 rapidly approaching, we thought this would be a perfect time to dive into our data to learn more about the impact the holiday has on outdoor gathering supplies.

Is the 4th of July the top time of year for online demand for outdoor furniture? What about barbeque or grilling gear? Did COVID-19 have a major impact last year? And is demand ramping up this year as things start to re-open?

Our data science team analyzed market demand for outdoor gathering supplies from 2019 through March 2021 to find out the answer to these questions and more.

How big was the boost in demand for outdoor gathering supplies during the week of Independence Day?

We started by choosing a handful of categories that people might shop for if they’re looking to host a backyard 4th of July party. We then examined demand at each of those categories for each week of 2020 to see how much demand shot up during the week of the 4th.

Here’s what we found:

Unsurprisingly, demand for July 4th Decor gets a massive boost in demand during the week of the holiday, with weekly demand skyrocketing to 447% more than the weekly average throughout the rest of the year (which you’ll see in a moment is usually around zero).

It’s not just holiday-themed supplies that get a big boost, however, as folding canopies saw demand increase by a whopping 278% during the week of June 29th through July 5th.

Patio furniture got a significant 70% bump in demand, and the 64% increase in demand for folding chairs was actually large enough for it to be the biggest week of the year for that category.

The week of the Fourth of July was an above-average demand week for all of the categories in our analysis, and it was a top 10 week of the year for each category except for fire pits.

To more clearly illustrate how the week of Independence Day fits in with the rest of the year, we’ll now take a look at the weekly demand chart for each category. First up: July 4th Decor.

Demand for 4th of July Decor was nearly nonexistent until late April, but didn’t really start to pick up until June. The week prior to Independence Day (Jun 22 - Jun 28) was actually the biggest single week of the year, but the two biggest single-days were Mon Jun 29 and Tue Jun 30.

Again, it’s no surprise at all that nearly all demand for 4th of July Decor occurs right around the holiday, so let’s move on to the broader categories, starting with the furniture-related categories.

The big holiday for Patio Furniture was definitely Memorial Day Weekend. The week of the holiday was the top week of the year while the two weeks prior were the #2 and #3 weeks of the year as well.

This makes sense, as Memorial Day kicks off the start of summer, which is when people would be most likely investing in the kind of backyard upgrade that involves larger purchases like patio furniture.

Things look different when we drill deeper into the less permanent types of outdoor furniture items that you might seek out if you’re hosting a big 4th of July party:

It appears that there was an initial depression in demand for folding chairs in the early weeks of the COVID-19 pandemic, something that patio furniture (as a more permanent outdoor furniture category and one less associated with larger outdoor gatherings) did not experience.

But that impact appears to have been short-lived as demand climbed steadily through late spring and early summer, peaking during the week of Independence Day and slowly declining thereafter.

Folding canopies appear to be incredibly popular for Fourth of July parties, as demand absolutely skyrockets during the week of the holiday. This is further evidence that it’s supplies and items for larger-scale outdoor gatherings that rely on the holiday most heavily.

We see further evidence for this in the demand chart for BBQ gear and supplies as well as smokers. Demand for these items and supplies peaks during the week of Father’s Day, with Memorial Day Weekend driving the second largest week.

And while we do see a notable spike during the week of Independence Day, it pales in comparison to the previous holidays.

The trend for fire pits isn’t too dissimilar, only Memorial Day was the top holiday with Father’s Day coming in at number two. The 4th fell during the summer drop off in demand before October brings a seasonal rebound in demand.

The primary takeaway from each of the charts above? It’s clear that most Americans don’t look to the 4th of July as a holiday for big ticket items. Instead, they’re far more likely to be searching for items meant to accommodate a large number of guests to enjoy something they cooked up on that new smoker they got for Father’s Day.

How did COVID-19 impact demand for outdoor gathering supplies, and are we seeing a 2021 rebound?

Outside of the springtime dip in demand for folding chairs, there wasn’t any clear evidence that COVID-19 had a major impact on demand for any of the categories in the charts above. But, naturally, we wanted to dig deeper.

With Americans spending more time in their backyards than ever before, was summer of 2020 a particularly huge year for patio furniture? Or did fewer backyard parties see demand actually dip for some of these categories?

To find out, we analyzed monthly demand for each category from 2019 through May, 2021.

Let’s start again by examining 4th of July decor:

Here we see that 2020 was, indeed, a slower year for 4th of July Decor with millions of Americans holding off on a major holiday bash in order to safely practice social distancing. Demand in June 2020 was -21% lower than in June 2019.

Demand this year is already surging, trending way ahead of both 2020 and 2019. Demand in May 2021 was 208% higher than in May 2020 and 190% higher than in May 2019. It would appear that pent up demand for a big 4th of July bash combined with rising vaccination rates and things reopening is translating into huge Independence Day decor sales.

Let’s see if these trends hold for some of our other categories.

It seems that the extra time we all spent in our own homes last year translated to a big increase in demand for patio furniture. Demand in May 2020 surged way ahead of demand during the same time in 2019, and remained higher through the rest of the year.

Interestingly, it appears that the prospect of the world reopening has only increased this trend, as demand in 2021 has outpaced even 2020’s elevated figures.

Demand for folding chairs tells a somewhat similar story. While demand in 2020 fell behind during the early months of the pandemic, it surpassed 2019’s figures in time for the 4th of July last year.

Once again, though, it looks like we’re seeing the results of pent up demand and the return of larger social gatherings here in 2021.

Demand for folding canopies in 2020 didn’t pick up until much later in the year than in 2019, but rose to much larger heights than in 2019. And unlike our other categories, 2021 hasn’t yet shown any sign of a major boost in demand, although we’ll have to wait and see if that changes as we get deeper into summer.

More time at home and less time eating out brought a surge in demand for outdoor cooking gear and supplies in 2020, especially in late spring and early summer.

2021 Demand for those categories has slowed to below 2020 figures, though, suggesting that surge may be more short lived in comparison.

It’s a similar story for fire pits, with demand surging in 2020, staying high in early 2021, but appearing to have possibly maxed out during last year’s heights.

The primary takeaway? 2020 was a huge year for making your backyard a cozier and more inviting place to hang out, but it didn’t appear to be a big year for throwing a huge 4th of July bash.

2021, meanwhile, looks to be a big year for big 4th of July parties. While demand for big ticket backyard items is slowing down to behind 2020’s figures, demand is surging for items like folding chairs and 4th of July decor.

A lesson for brands

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.

For example, we may continue to see demand for grills and smokers continue to fall behind 2020’s heights, but we could very well see trends start to reverse. We might also see 4th of July decor continue to skyrocket, or it could be that pent up excitement led people to buy a month earlier than usual. Only time will tell, so stay up to date on consumer behavior and ecommerce news, info, and trend analyses, by subscribing to Pattern Insights on the right.

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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Global Ecommerce Weekly News: 27th September 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]( 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]( --- 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]( 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]( --- 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]( 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]( 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](

How an Amazon SEO Agency Should Be Serving Your Brand

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Global Ecommerce: Weekly News (20th September 2022)

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail]( Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail]( --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail]( THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail]( --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail]( US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail]( Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail]( Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](