New research from MediaVision has revealed that while the cost-of-living crisis may be causing people to rethink their Christmas gift ideas for friends and family, they’re still planning to splash the cash for their beloved pooches.
Online search volumes for ‘Christmas dog toys’ are actually up by a third (32%) compared to last year, with searches for ‘Dog Christmas gifts’ up 24% and for ‘Dog Christmas cards’ up by 18%.
Even Santa is getting in on the act, with searches for ‘Dog Christmas stocking’ up by 31% on 2021.
By comparison, however, search volumes for ‘Christmas gifts for friends’ are down by more than a third (37%) on last year. Searches for ‘Christmas gifts for her’ are down by 11% and for ‘Christmas gifts for him’ are down by 20%.
Younger friends and family aren’t spared either, with searches for ‘Christmas gifts for teens’ down by 23%.
Search performance specialist MediaVision carried out the analysis using its proprietary Digital Demand Tracker tool, part of its Metis technology that analyses UK search data from AdWords and Google Trends four times faster than any other platforms.
Louis Venter, CEO at MediaVision, comments: “Inflation and rising costs are going to have a very real impact on Christmas this year, with many people scaling back their gift plans for friends and family members. But for our dogs, there’s no such reticence.
“Petcare is seen as an essential purchase even during times when we’re tightening our belts, and that clearly extends to Christmas gifts. It may be cold and miserable for humans this December, but it looks like we’re determined that our canine friends won’t feel the pinch.”
