As shown in the charts, searches for both “homecoming dresses” and “prom dresses” are driven by season. Not surprisingly, searches for “prom dresses” peak during March,September for “homecoming dresses.” Of note is the fact that September 2012 is the first time “homecoming dresses” (blue line) has been greater than “prom dresses” (red line).
On a worldwide basis, there may end up being as many as 300,000 searches on Google for the term homecoming dresses during September. While the two trend lines have touched in past years, this will be the first year in which the blue line has surpassed the red line for a full month.
The marketing implication of this finding is that it may be appropriate to focus increased marketing and sales efforts on homecoming. While prom is going to continue to be the big driver of special event dress sales, at least during the fall, there may be an opportunity to increase sales by communicating to your target audience that your location is the best place to find the perfect homecoming dress. As homecoming continues its uprise as a fashion-minded event, sales for Mac Duggal Homecoming and Homecoming-like dresses have steadily increased.
Three Mac Duggal dresses that are selling particularly well during this homecoming season are shown below: