06Jun

Facing tighter digital media budgets even as consumers spend more time online than ever, marketers have a new tool to help them spend those fewer dollars more effectively.

Google’s new Rising Retail Categories lists the fastest-growing product categories based on what users search for. With the interactive tool a marketer can drill down by category, locale and week, month or year to see what’s trending and the top search terms being used.

For May, the top retail categories had a 200% increase over the month before. Topping the list are “Golf bag accessories.” By far, the top search query is “golf push cart” with the biggest volume of searches coming from Michigan, Illinois, California and New York.

For the week of Mother’s Day, greeting cards was the top retail search category and “happy mother’s day” the top increasing query.

Announcing the launch of the Rising Retail Categories, Google Product Manager Pallavi Naresh said that marketers have long used Google Trends to understand consumer interests and discover how they are changing. “Since COVID-19 began, we’ve heard from our retail and brand manufacturing partners that they’re hungry for more insights,” she said.

“But if they don’t know what to look for, there isn’t an easy way to understand which product categories are gaining in popularity, and might pose an opportunity,” Naresh said, explaining Google launched the new tool to make it easier for marketers and retailers to know at a glance what product-related categories are the fastest growing in search.

Marketers will still look to Google Trends for insight to products that don’t make the Rising Retail Categories list. Bigger businesses and marketers with more ample budgets also have numerous marketing services available to them, which a broader perspective and greater depth on consumer search and buying intent.

While the new tool is modest in the amount and type of product trend data it offers, it is one more tool in the toolbox the search giant’s ThinkWithGoogle provides for free, making it especially attractive to small businesses and tight-budget retail marketers.

Photo by NeONBRAND on Unsplash

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Jun 6, 2023

Happy Birthday Leapers

You can thank Julius Caesar for tomorrow. Borrowing from the Egyptians, he decreed that an extra day would be added to the calendar every four years. Thus Leap Day was born.

It wasn’t a perfect solution to figuring out what day it was, but it worked fine until the 1500s when religious holidays had drifted 10 days off the mark. Pope Gregory fixed that problem by eliminating Leap Day in most century years. We had one in 2000 but the next time a year ending in 00 has a Leap Day, it will be 2400.

As befits a day that comes only once in four years, all sorts of customs and traditions and, naturally, superstitions have become associated with February 29.

Way back in 5th century Ireland, St. Patrick decreed that on Leap Day women could propose marriage to me. At some point, the tradition crossed into Scotland where, 700 years later, a law was passed not only permitting the proposing, but imposing a fine on bachelors for refusing.

The Greeks see it a little differently, considering it unlucky to get married on Leap Day. In Denmark, tradition requires a man refusing a Leap Day proposal to buy the woman 12 pairs of gloves. Supposedly this was to hide the fact she got no ring.

Being born on Leap Day is either considered lucky or disastrous. The Scots have a saying that “Leap year was never a good sheep year” and will lament a child born on Leap Day as condemned to a life of suffering.

Astrologers and statisticians say it’s a lucky thing to be born on Leap Day. Mathematically, you have only a 1-in-1,461 chance of being a leapling, which is what they call those born on Feb. 29. Only about 5 million people worldwide are estimated to be leapers, all of them eligible to join the exclusive Honor Society of Leap Year Day Babies.

Should you wish to celebrate Feb. 29th more officially, the southwest city of Anthony holds an appropriate festival every four years. The city of 5,700 straddles the Texas New Mexico border and calls itself the Leap Year Capital of the World.   

Photo by Adi Goldstein on Unsplash

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Don’t Let Cupid Be the One to Manage Office Relationships

With Cupid making his annual appearance in just a few days, this is a good time for HR professionals and managers to remind workers that the rules about relationships among co-workers apply as much on Valentine’s Day as on any other day.

Far from rare, romantic relationships in the workplace are common and become more so as careers progress. A Vault survey last year found 58% of all workers have had an office romance. Among workers over 50, it’s 72%. Another survey found 14% of married couples found their significant other at work.

However, for every success story, there are many more relationships that end uncomfortably. Even under the best of circumstances, these entanglements affect the rest of the office, fueling gossip and, should a manager be involved, charges of favoritism.

“Workplace romances can adversely affect employee morale and productivity by distracting the romantic partners and their co-workers,” Dana Chang Dikas, an attorney with labor and employment law firm Fisher Phillips, told BusinessDaily. “They also may lead to conflict and claims of disparate treatment or sexual harassment.”

Employers may not be able to keep romance from developing, but having a clear set of policies and reminding employees what they are can do much to mitigate the negatives. Valentine’s Day is not, workers should be told, an opportunity to make advances or express desire. Sending a card, flowers or other gift to a co-worker may be seen by the recipient as an unwanted sexual advance.

A smart company policy is to require couples involved in a romance to disclose it to HR. More and more employers are also requiring these co-workers to sign “love contracts.” These contracts typically require the individuals to acknowledge the relationship as consensual, waive employer liability for the consequences of the relationship and require them to refrain from inappropriate or amorous behavior at work. They also incorporate the company policy on such conduct as well as the anti-harassment policy.

While it’s impractical to impose a blanket “no-dating” policy, it is appropriate to expressly prohibit supervisors from becoming involved with a subordinate. Some companies enforce the policy by termination; others by reassigning. In all cases, experts say, the hammer should fall more heavily on the supervisor.

Whatever your specific policies are about office romances, be sure all employees know what they are. They may be in the handbook, but taking the time now to spell them out clearly will make sure Friday that Cupid hasn’t suspended the rules about appropriate workplace behavior.

Image by Karen Arnold from Pixabay.

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