Search Trends: St. Patrick’s Day

  • Posted March 17th, 2011 at 6:13 am by Yahoo! Search
  • Categories: Fun, Search Trends

 Either folks are getting in the spirit, or are hoping not to get pinched, searches have been soaring this week on Yahoo! around St. Patrick’s Day. Here are some interesting search trends. 

Overall Festivities & Traditions:

  • Celebrations. Searches for “Chicago st. patrick’s day parade,” “Hoboken parade 2011,” “irish festival dallas,” “north texas irish festival” are spiking off the charts this week on Yahoo!.
  • Searches for “st patrick’s day shirts” are up 182% this week on Yahoo! and 67% of searches are by females.
  • Searches are up 118% this week on Yahoo! for “celtic women.” Searches for “celtic symbols,” “celtic tattoos” and “celtic crosses” are all spiking this week on Yahoo!.
  • Searches for “shamrock” are up 20% this week on Yahoo!.

 Overall Food Trends:

  • Searches this week on Yahoo! are up 380%  for “corned beef recipes,” and up 120% for “cabbage recipes.” Also spiking: “stuffed cabbage” and “how to cook corned beef”  
  • Searches for McDonald’s “shamrock shake” are up 203% this week on Yahoo!. 46% of searches are by people ages 25-34 and 52% of searches this week are by males.
  • Searches for “beer bread recipe” are off the charts this week on Yahoo!

Top searched beers this week on Yahoo! are:

  1. Budweiser
  2. Bud Light
  3. Guiness
  4. Samuel Adams
  5. Heineken
  6. Stella Artois
  7. Ginger Beer

 Overall Geographic/Demographic:

  • Top regions searching for St. Patrick’s Day on Yahoo! are Pittsburgh, Phoenix, New York, San Diego and Indianapolis. Top states searching for the same term are Arizona, South Carolina, New York, Maryland and Illinois.
  • It seems women care more about the St. Patrick’s Day holiday as 54% of searches for “st patrick’s day 2011” are by females.

 Boston:

  • Searches in Boston this week for “st. patrick’s day” on Yahoo! are up 202%.
  • Searches this week in Boston for the “irish independent” news are up 45% this week on Yahoo!.
  • In Boston, searches for “irish soda bread recipe” are spiking off the charts this week on Yahoo!.
  • In Boston, “corned beef and cabbage” and “slow cooker corned beef” searches are off the charts this week on Yahoo!.
  • Searches for “crockpot recipes” on Yahoo! are up 79% this week in Boston.
  • Searches in Boston for their home basketball team the “boston celtics” are up 30% this week on Yahoo!.
  • Is it the luck of the Irish? Searches for “boston celtics” on Yahoo! are at their highest point of the entire 2010-2011 NBA season. Searches in Boston for the “boston celtics” were at their lowest point during the season, just two weeks ago (a 349% spike from two weeks ago).

 New York City:

  • Searches in New York City for “shamrock” are up 29% this week on Yahoo!.
  • Searches in New York City for “st. patrick’s day 2011” are up 94% this week on Yahoo!.
    • Also spiking in NYC: “st patrick’s day coloring pages” and “st patrick’s day printables”
    • In New York City, “celtic women” searches are off the charts this week on Yahoo!
  • In New York City, searches for “irish soda bread recipe” and “irish cream cheesecake” are spiking off the charts this week on Yahoo!.
  • Searches for “bars pubs” on Yahoo! are up 79% this week in New York City.
  • In New York City, “corned beef and cabbage” and “slow cooker corned beef” searches are off the charts this week on Yahoo!.

 Chicago:

  • Searches in Chicago for “st. patrick’s day” are up 108% this week on Yahoo!.
  • In Chicago, searches for “irish sayings” are up 147% this week on Yahoo!>
  • Searches in Chicago for “shamrock” are up 29% this week on Yahoo!. “Shamrock clipart” searches are up 90% as well.
  • In Chicago, “celtic thunder” searches are off the charts this week on Yahoo!.
  • In Chicago, “corned beef and cabbage,” “corned beef recipe,” and “slow cooker corned beef” searches are off the charts this week on Yahoo!.
  • Searches for “crockpot recipes” on Yahoo! are up 17% this week in Chicago.

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Want analysis reach out to: Carolyn Clark at carolync@yahoo-inc.com

Frequently Asked Questions:

  • What exactly is a search and why are they useful?:  A keyword(s) or term(s) that people enter in the Search box.
  • How do you determine meaning from a search? Searches at its face are neutral. Motivation and intent cannot be defined, but analyzing a billion (or so) searches can give a sketch portrait of a culture in motion. Search insight can operate like an instant poll into what people’s interests are at a given moment—and unlike a poll which offers a constrained or directed parameters, searches spring spontaneously from people want to know.
    • What does spiking and off the charts mean? A “spiking” search refers to terms with the greatest percentage increase in searches from one period of time to the next (usually day, week or month). Significant increases don’t necessarily mean a huge overall interest in a subject, but reveals an accelerated interest in popularity. Something that’s “off the chart” refers to a term that had no meaningful number of searches in the previous time period.
    • How are rankings determined? Rankings, unless otherwise noted, are based on the total number of searches.
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