Yellow Pages Finds October Spike in ‘Party Supplies’ References
October 28, 2010 | Contributed by: Natalie Wuchenich
We’re just days away from Halloween, and consumers across the country are making last-minute preparations to celebrate the big day. In addition to finalizing their costumes, many people are also racing to party supplies stores to decorate their homes to host celebrations with family and friends.
In fact, more than 28.1 million references are made to the party supplies heading in print and Internet Yellow Pages each year, with a marked increase in searches occurring in October, according to the Local Media Tracking study conducted by Burke for the Yellow Pages Association.
The Burke data show not only that a high number of consumers search for local party supplies stores using Yellow Pages, but also many of those consumers begin the process with little preference about which store to visit.
Consumers searching the party supplies heading are more likely than the average user to be in search mode when referencing Yellow Pages. They are also more likely than average to follow up by contacting the business and making a purchase, according to Burke. The study found that 78.3% of users searching the party supplies heading in print Yellow Pages had a decision to make about which business to select (67.4% with no names in mind and an additional 10.9% with two or more names in mind).
Additional stats highlight the value of print Yellow Pages advertising for local party supplies businesses:
- 90.5% of consumers contact a business after referencing the heading. While 67% of consumers do so by phone, another 41% make an in-person visit to the store, which is significantly higher than the all-headings average of 23%.
- 64.3% of consumers who reference the heading make a purchase, averaging $109 per visit. Of those consumers, 59.3% are new customers to the store.
- Married women with families drive references in the party supplies category. More than four out of five references are made by women (83%), with higher than average usage among those who are married and have more than three total family members.
I think the data clearly show party supplies stores featured in Yellow Pages directories benefit significantly from having an advertising presence. I look forward to hearing about another great year for our local party supplies store clients. Until then, Happy Halloween!
For more information, read our press release about the party supplies heading here.