EBay is predicting a sizeable surge in searches for waterproof wear as music fans get ready for (the probably wet) UK festival season.
A year ago this week, the e-commerce giant recorded, a 40 per cent surge in demand for wellies and almost a quarter increase in those enquiring after ‘waterproof’ products as shoppers look to invest in the goods which will keep them dry.
Furthermore, in the final days before Glastonbury last year, searches for “festival” peaked.
Phuong Nguyen, director of eBay Advertising in the UK, said: “Although brands don’t have huge sporting events such as the World Cup, the Commonwealth Games or the Olympics to use as points of engagement this year, summer 2015 still holds huge potential for smart marketers.
“By tapping into peaks in consumer interest in festivals and using observed insight to react to unpredictable factors such as the weather, brands can stay relevant and offer consumers what they need and what they want this summer.”
Pauline Robson, director of MediaCom Real World Insight, added: "Online advertising allows marketers to target at scale but with great precision, which means that brands can reach the huge audiences that head out to festivals without pigeon-holing by demographic.”
“As a result, they can capture different waves of consumer interest with impactful, engaging formats and get the best possible return on their investment.”
The firm noted that last minute weather forecasts also greatly affect the volume of 11th hour festival purchases.