Articles on: Market Insights

What is product seasonality?

Product seasonality represents the global consumer interest in a product over the course of a year, compared to the baseline consumer interest.

This does not directly reflect sales, but an increase in interest is a reasonable proxy for a customer's intent to buy.

We calculate the seasonality based on a minimum of five years of data, so products that are new to the market will not have any seasonal data; this also ensures that unusual sales years do not overly affect the average seasonality.

Seasonality for 'Patio Sofa'

Here, the Patio Sofa shows a peak in May, in preparation for the summer months, and a lull in December - the middle of winter.
(Note: because we use global consumer data, this means weather-related products largely reflect Northern Hemisphere seasons)

Further Examples

Some other examples of products that are, and aren't seasonal:

Swimming gear has a high peak in summer
Children's toys, and many gift-related goods have a high peak around Christmas
Backpacks and stationery will often show a peak around the back-to-school period

Not all products are seasonal - e.g.

Men's and women's t-shirts (and other apparel) are relatively consistent throughout the year

Updated on: 16/10/2023

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