Americans will be celebrating Thanksgiving next week. Consequently, I have been inspired to write a two part series about the holiday. Today I would like to address how marketers and trend watchers are gearing up to monitor our nation’s culinary preferences.
For those reading my post that are hosting Thanksgiving this year, you are probably beginning to experience “what am I going to serve?” angst. Don’t worry, you are not alone. Last year in a New York Times article I read that searches for Thanksgiving recipes on Google have increased steadily over the past five years, doubling between 2007 and 2008. No surprise, people tend to wait until the last minute, thus by Wednesday there will be a surge in search volume. Allrecipes.com last year reported that by 5 p.m. 410,000 people had queried turkey recipes. According to its President, the site builds its server capacity the day before Thanksgiving to handle their hourly volume of one million page views.
Search data not only reveal Regional preferences, but also give marketers a snapshot of the cook’s age or behavior. Younger cooks tend to view "how to cook or roast a turkey" videos on YouTube (over 7,500 videos), while the exotic chefs check out recipes for turducken (a chicken inside a duck inside a turkey). May I share a few more Thanksgiving bytes:
• Sweet potato casserole continues to be the most popular search nationwide – 37 out of the 50 states.
• Number Two? You guessed it, string bean casserole; 605 out of every 1,000 searches.
• Pies locked up the next three spots on the search list – pumpkin, pecan and apple respectively.
• New Yorkers led the country in the number of searches for caterers; Oregon in the number of searches of how to make Tofurkey.
Why wait until next Wednesday? Just click on Allrecipes.com and save yourself some angst. Monday I will post part two of my Thanksgiving series, Leftovers.