Shoppers are looking more for leggings than pants — and consequently tunics more than a shirt or polo — when it comes to their back-to-school search terms.
That’s according to data from performance marketing firm HookLogic, which said that b-t-s online traffic and conversions build throughout the summer and reach their peaks in early August.
While lunch boxes and backpacks are key items, school supplies now include searches for laptops and tablets, although calculators still make the top-25 list of search terms.
In apparel, skort is searched for more often than skirt, while a shrug is a more common search term than sweater. Joggers are searched more often than pants.
For the list of top 25 apparel terms searched, shoes ranked number one, followed by cardigan. Socks, skort and leggings/legging round out the top-five searches. Leggings bested jeans, which ranked number seven on the list, capris at number eight, joggers at number 15 and pants at number 25. And jeggings are still being searched, but now are at number 52 in the top-100 searches.
For tops, tunic at number nine is higher than a shirt, at number 10, polo at number 14 and tops at number 20. And the now lowly sweater just barely makes the top-25 list, coming in at number 23. After cardigan, other jacket or outerwear searches in the top 25 were the shrug at number 13, hoodie at number 16 and jacket at number 21.