Two months ago, I wrote a post on how the Food and Groceries category got an excellent boost from holiday shopping. I was also curious as to how the same sites would fare during the month of love — and now I have the data to show you!
I’ve reposted the December 2013 data for Food and Groceries so you can see the comparison up-front. The rankings have essentially flipped, with Harry & David and Omaha Steaks falling to the latter half, and Berries.com and Edible Arrangements moving higher up the top 5.
It’s really no surprise that the sites enjoying the most growth were for Berries.com and Edible Arrangements. Berries.com tripled their UV count, while ediblearrangements.com more than doubled theirs! These two sites offer great ways to stay on the beaten, chocolate-and-flowers path… while still being more creative than the next guy.
Other sites enjoying more unique visitors were grubhub.com and albertsons.com. Why is that? For starters, GrubHub has actually been seeing a steady month-over-month rising trend, and has been cultivating this momentum since August 2013. February’s 7.35% MoM increase is simply reflective of their consistent success — and that’s totally awesome. (Online ordering sites in general have been increasing in popularity since summer 2013 — maybe because it’s too cold to go out for food)!
Albertsons, however, actually jumped up 6 spots from#15 — probably the most considerable ranking jump for February’s top ten. This is likely due to the annual return of the supermarket chain’s Monopoly rewards game (think McDonald’s Monopoly, but with certain branded groceries).
In general, the category is doing well as a whole. Food and groceries are always a constant, but that doesn’t mean seasonal fluctuation isn’t important. Search engine optimization can help general grocery sites boost numbers for seasonal visitors.
A Political Science/International Affairs sophomore at Northeastern University, Johanna joins Millward Brown Digital as the spring '14 Digital Marketing Co-op. Apart from her interest in digital infrastructure and her majors; Johanna enjoys absurd quantities of imported coffee, haggling for cheap flights, and constantly editing her website. Find her on Twitter, Google+, or LinkedIn.