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Shopping hits weekly high as Brits go pancake potty (w.e February 26)

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Our Shopping content enjoyed its highest ever seven day engagement figure last week, with interest in Grocery Shopping for Pancake Day a big page views driver.

More growth for the category – a key indicator of consumers informing their spending choices – is to be expected in the lead up to Mother’s Day on Sunday, 19 March and Easter in early April.

Shopping hits weekly high as Brits go pancake potty

  • Two seasonal events – Valentine’s Day and Pancake Day – have grown Shopping content page views recently. Across February, more than 40m monthly page views increased by +13%, despite January’s high winter sales interest. Engagement also grew +75% annually.

  • The year’s biggest day for flipping – Shrove Tuesday – almost tripled page views for our Grocery Shopping topic. Engagement was 2.9x higher than the week before, as Brits
    went pancake potty and UK grocers were hit by a shortage of fresh fruit and veggies.

  • In the coming weeks, two additional seasonal events – Mother’s Day and Easter – will drive readers to related Shopping content across our publishers. Last year, in the four weeks between the two, category page views increase by +17% vs. the four weeks before.

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  • More than 13m readers research gifts in the lead up to Mother’s Day, using our publishers as inspiration. Typically, topics such as Gifting, Perfume and Women’s Jewellery see significant growth in the two weeks before the annual celebration of all things mum.

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