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The AMP Agency SEO team is passionate about predicting consumer behavior with search query data as the source of our projections. At the start of December, we released our report that predicted what the top trends of Winter 2022-2023. Now that spring is here, we can look back at our predictions and see if search data we collected from the winter months backs up our claims.

For the Winter report, we explored 8 consumer topic categories: 

  • Fashion
  • Beauty
  • Food & Drink
  • Entertainment
  • Activities
  • Decor
  • Travel
  • Holidays

In this article, we'll be assessing the search query volume for specific topics from our Winter Trends report and measuring it against our earlier projections. We have updated the charts with the latest data spanning three months (November to February 2023), which was made available by Google's Keyword Planner after the initial report was published. What do you think - were we able to see the future?  Read through the category highlights below!



Ultra Mini Uggs

The popular boot brand of the early 2000s went out of style for a bit but now they are back and imploding in popularity. Last Winter we saw a slight interest in “ultra mini uggs” at a peak of a little over 100,000 but we predicted we would see an even larger increase in search volume this Winter and we were right.

In October, when we made our predictions, the search volume for the keyword “ultra mini uggs” was 8,100 and reached its peak in December of 2021 at 110,000. In October of 2022, search volume for the boot was already at 165,000 average monthly searches! We expected this number to grow, and it did, by 309% from December 2021 to its new peak of 450,000 searches in December 2022.


Flare Leggings

Yet another early 2000s fashion trend is coming back: flared pants. Gone are the days of skinny jeans and ankle-length leggings which are being replaced by flare jeans and flare leggings. Although we were seeing an increase in interest this Winter, was it enough to surpass last year's numbers? Are people really following this trend? It looks like they are!

Last Winter, the search volume for “flare leggings” had a decent peak at 135,000 from November to January of 2021. When we saw the search volume for the leggings was already at 201,000 in October 2022, we knew this Winter would surpass last Winter's numbers. Search volume hit a new all-time-high in search volume at 246,000 in November 2022. Search volume slightly decreased to 201,000 in December and January, which is still an increase of 49% compared to last Winter's all-time-high of 135,000. 



Beauty Advent Calendar

Who says advent calendars can only be for chocolate? In comes the “beauty advent calendar”! These advent calendars are a great way to test out some new beauty products during the Winter season. In the past few years we’ve seen slight peaks each Winter but thanks to TikTok and search data, we knew this year's numbers would blow last year's numbers out of the park! Were we correct?

Yes, we were! Last year, the search volume for “beauty advent calendar” hit a peak of 110,000 in average monthly search volume. This year, search volume hit a new all-time high of 110,000, which is an increase of 172%. Search volume throughout the Winter season continued to surpass last year's numbers by more than double and sometimes even triple! Next year we can probably expect more brands to participate with their own “beauty advent calendars”. 


Chestnut Brown Hair

Everyone is always looking to switch up their hair for the colder months. But what color is everyone going for this Winter? We predicted the hair color chestnut brown would be the “it” Winter hair color this season. Were we correct on that?

Kind of! Instead of seeing a new all-time high in search volume this year, we saw search volume matched last year's peak of 18,100. The trends pretty much stayed the same as last Winter, however, last March, search volume continued to stay at an average of 14,800 monthly searches, and this March search volume for “chestnut brown hair” climbed up to 18,100. Maybe we’ll see this trend reach a new all-time high next Winter instead. 


Food & Drink

Airfryer Brie

We had a feeling that this appetizer recipe would be a hit this past Winter season, and were we right! It slowly started gaining popularity on multiple social media platforms, and before we knew it, the phrase “air fryer brie recipes” had collected over 5.7M views on Tik Tok alone! People were looking for an easy and delicious appetizer to add to their holiday table spreads, and this recipe and its variations seem to have fit the bill perfectly.  

But like most viral food trends, its popularity was short-lived. This query reached its biggest-ever peak in search volume during December 2022, with over 14% more searches than the previous year, yet by February of 2023, its search volume had already dropped over 50%. With that said, despite this trendy food’s cool down, airfryer brie is still holding onto high monthly search volumes compared to the same time last year.


Dessert Cocktails

During the early Winter months, dessert cocktails became all the rage as people sought a boozy and sweet way to round off their holiday dinners. However, with the arrival of spring and its warmer temperatures, the search volume for this trend has taken a steep dive. Let's face it, a heavy dessert cocktail may not be the coolest thing to sip on after the holidays have passed. 

Back in October, we predicted that dessert cocktails would reach an all-time high in popularity, and we were certainly right! In late October, dessert cocktails peaked with a remarkable 24% surge in search volume, surpassing all previous records. That said, as the Winter season progressed, the search volume for these delectable cocktails returned to normal levels, remaining consistent with the previous Winter season.


Avatar 2

The original Avatar movie was a cultural phenomenon, holding the top spot for domestic-grossing movies for over 9 years. At the time, it was praised for its cutting-edge visual effects that have become the norm these days. Fans have been waiting patiently for over 12 years for James Cameron’s second installment in the series to see if it can hold up to the standards of the first movie.

Our prediction came true, as Avatar: The Way of Water beat out all other releases in the Winter season bringing in $134,100,226 domestically in the opening weekend. The movie that was closest was Ant-Man and the Wasp: Quantumania at $106,109,650, however even a Marvel blockbuster couldn’t beat out the highly anticipated Avatar sequel. Will Avatar 3, 4, and even 5 continue this trend, or will fans start to get Avatar fatigue?

Winter Market

Winter Markets offer a unique opportunity to celebrate the Winter season in a fun and festive way, while also supporting local & small businesses. Over the last 5 years, search volume for “winter markets” has consistently increased, which led us to our prediction that this trend would continue into the Winter of 2022/2023.

Our prediction came true, with the keyword “winter market” seeing a 50% increase in search volume YoY in December 2022, while also reaching a new high over the last 5 years. This trend is one that we think is here to stay. Do you think Winter markets will continue to be a popular activity next Winter?


Indoor Golf

Indoor Golf has been steadily rising in popularity over the last few years and for good reason. Golf is a seasonal sport, but with more and more indoor ranges opening up, golf enthusiasts can practice their skills year-round. And for the non-enthusiasts, indoor golf can be a fun social event with friends complete with food & drinks, music, and good times for all. We predicted that this trend would continue into the Winter of 2022/2023.

While we did not see search volume for “indoor golf” increase this year, it reached the same peak as 2022 and had a much higher peak than the previous all-time highs in 2019-2021, which shows that the overall trend is still increasing. We think this trend will be here to stay in the future, as something both competitive and casual golfers can enjoy.



Skijoring is a competitive Winter sport where a person on skis is pulled by a horse, dog, or snowmobile. This sport has been steadily increasing over the last 5 years across the US and Canada. While it has been gaining popularity recently, Skijoring in the United States dates back to 1915, even appearing as an Olympic sport in the 1928 Olympic games. We predicted that the search volume for “Skijoring” would continue to increase this Winter.


Our prediction about search volume did not come true, as we saw a decrease in searches for “skijoring” this Winter compared to last. However, the overall trend is still up as searches this year surpassed searches in 2019, 2020, and 2021. Some of this can be attributed to the weather, particularly on the east coast as it was a warmer-than-average Winter. Can Skijoring gain enough popularity over the next few years to once again become an Olympic sport?



Even if you aren’t familiar with the name, you’re probably familiar with bouclé’s fuzzy texture that is used for cozy clothing and to upholster furniture. Bouclé has been gaining popularity steadily since 2019, with interest peaking every winter as comfortable and insulating textiles become more desirable. We predicted bouclé would continue its upward trend into the 2022-2023 winter.

Our predictions were correct, with bouclé hitting an all time high in search volume in January of 2023, with a 22% increase in search volume over the previous January. While such an inviting and warm fabric might experience a dip in popularity over warmer seasons, it may be here to stay as an interior design and fashion staple.

Black Accent Wall

Starting from barely any search interest in 2019, black accent walls have been seeing a steady rise in search interest for home decor. While painting an entire room black is not generally a recommended style tip, utilizing just one wall with black paint has become a popular way to create a strong focal point in a room and give a contemporary feeling. As black accent walls seem to be searched more often in the winter months, we predicted this winter they would be more popular than ever.

While search interest did reach the same levels as last year, our prediction about black accent walls was not realized. Hitting the same peak as 2023, this trend may have reached its maximum. While it still may be a decor choice that stands the test of time, we don’t blame you for considering putting down the paintbrush!


Puerto Rican Resort

Resorts all over the world have seen a rise in search volume and bookings that closely matches when pandemic restrictions began to ease. Puerto Rico has been one of the hottest emerging destinations for resort vacations, with a 307% difference between February 2019 and February 2021. When February 2022 was even higher, we predicted Puerto Rico resorts would keep up the upwards trajectory again.

While Puerto Rican resorts did not surpass the peak of the year before, they hit the same number of searches as the year before. While resort vacations may not continue rising, they are likely here to stay as travel and vacationing becomes more important in a post-pandemic mindset. 

Ski Resort

Ski resorts have become a very trendy winter getaway option, eliminating a commute into the mountains in order to hit the slopes. These resorts have also become popular for remote workers. We have seen their popularity increase consistently for the past several years and predicted this winter the trend would continue up.

Ski resort searches reached an all time high over the winter, peaking at a 22% increase over the previous year in January. As skiing becomes a more popular sport and more people are able to utilize resorts as a location for both recreation and work, we think ski resort searches will only continue to rise in the future.


Crafty Valentines

This past love season, couples got extra creative. Pinterest boards and instagram feeds were filled with Valentine's Day craft ideas, making it easy for people to surprise their loved ones with creative, hand-made cards, and gifts to express their love. The popularity of the query “Crafty Valentines” was undeniable, and our predictions of its popularity during the Winter months proved to be accurate. 

While search volume did not reach the anticipated all-time high levels, it remained consistent with previous years reaching nearly 80,000 searches in the month of February alone. This past winter, it was definitely heartening to see that people continued to embrace the crafty spirit and opted for more personalized and thoughtful gifting options, rather than relying on store-bought gifts.

Pink Christmas Tree

Despite receiving a lot of attention on social media sites like Pinterest and TikTok, this unique and eye-catching holiday decoration didn't spark the kind of interest we were hoping for. Even though this unusual trend was all the rage online, it appears that when it came time to decorate their homes, many people chose the more conventional, and on theme green Christmas trees.

In spite of our expectations, search volume for the term "Pink Christmas Tree" dropped by 0.47% from December through January. This suggests that the popularity of this trend was fleeting and that it was unable to maintain interest for an extended period of time, showing that even the most talked-about and viral trends can quickly lose their appeal and gradually fade away. 



Overall, we're pleased to see that our predictions were largely on target, with many topics seeing the expected increase in search volumes during the winter months of 2022-2023. However, there were a few surprises as well, highlighting the notion that past query volume doesn’t necessarily mean that the trend will continue. Most of the time, the data shows us what we can expect in future months and it is important to stay close to these trends.

We truly believe that this data set can help you prepare for the future. That’s why we prepared the Top Trends For Spring 2023. We will see if the warmer weather trends play out the way we thought they would in a few months.

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  • 3 min read
  • September 14, 2023

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for July 2023. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Search Is Sizzling In July Actually, the total search volumes for the phrases we collected in July 2023 were lower compared to June so sizzling may be an exaggeration. We can’t say for certain why the reported search volumes were lower. There could have been a change in the way Google Trends was reporting query volume. The team likes to think that the people are out and about and not looking at their phones as much. Oh sure. Looking across the keywords, we had several celebrity deaths that made up the most searched topics of the month. The 4th of July holiday and the guy who seems undeniably connected to it made our report. We have an understanding at what movies, TV, and music were popular last month along with how much big jackpots of money captivated the search audience. Carlee Russell was someone people wanted to know more about and there was a lot of interest in the sport of soccer. Lastly, changes at Twitter and the launch of Threads had us excited to share more from the category of social media. Here’s what we have for you in this report! We Say Goodbye Sadly, the queries with the most volume from the past month were driven by celebrity deaths: Tony Bennett - 7/21/2023 - 2,000,000+ queries Sinead O'Connor - 7/26/2023 - 5,000,000+ queries On the last day of the month, two other entertainers passed away. Angus Cloud - 7/31/2023 - 5,000,000+ queries Paul Reubens - 7/31/2023 - 2,000,000+ queries We tend not to report on the query related to celebrity deaths but last month, two of these phrases were the only ones to be reported as having over 5 million queries for the day. The Fourth Fireworks, parades, and Joey Chestnut. These are the things that come to mind when we think about the Fourth of July holiday. You may not agree with the last item in the series, but the competitive eater has made our report over the past 3 years! Joey Chestnut - 7/2/2023 - 100,000+ queries Independence Day - 7/3/2023 - 200,000+ queries Fourth of July - 7/3/2023 - 2,000,000+ queries Joey Chestnut - 7/4/2023 - 500,000+ queries Take a look at the rising search popularity of his name in this Google Trends graph! Like it or not, Joey Chestnut is becoming a regular feature for the holiday. Summer Entertainment There were a few movie titles in our list from July 2023: Sound of Freedom - 7/3/2023 - 200,000+ queries Wonka - 7/11/2023 - 100,000+ queries Barbie movie - 7/20/2023 - 2,000,000+ queries The Sound of Freedom was released in theaters on July 4 and the Wonka film trailer dropped on the 11th. What seems to be the movie of the summer if not the year, Barbie hit the big screens on July 21st. Here are the queries that made our list that are related to TV shows. Emmy nominations 2023 - 7/12/2023 - 200,000+ queries The Summer I Turned Pretty - 7/13/2023 - 200,000+ queries Golden Bachelor - 7/17/2023 - 100,000+ queries Lastly, Travis Scott released an album on the 28th and people wanted to know more: Utopia Travis Scott - 7/27/2023 - 200,000+ queries Dreams of Free Money It seems like once or twice a year we get a large lottery jackpot that stirs up search interest. In July, we had two: Powerball - 7/8/2023 - 200,000+ queries Mega Millions - 7/8/2023 - 200,000+ queries Powerball - 7/11/2023 - 500,000+ queries Powerball - 7/15/2023 - 500,000+ queries Powerball numbers - 7/18/2023 - 500,000+ queries Powerball - 7/18/2023 - 1,000,000+ queries Powerball - 7/18/2023 - 2,000,000+ queries As you can see, the Powerball lottery game was very popular in July. Even though Mega Millions saw one entry in July when no one won the $427 million prize, The Powerball jackpot hit 1 billion dollars on the 18th and there was one winner for the drawing on the 20th. The Curious Case of Carlee Russell Carlee Russell’s name was reported on news outlets as someone who was kidnapped. Carlee Russell - 7/14/2023 - 500,000+ queries Carlee Russell found - 7/15/2023 - 1,000,000+ queries Carlee Russell - 7/19/2023 - 1,000,000+ queries The Alabama woman admitted later that she staged her own kidnapping and turned herself in and was charged with making false reports. Some Keywords Related To Politics Here are the phrases that made Google’s Daily Trends top 3 last month. Cocaine found in White House - 7/4/2023 - 100,000+ queries Student loan forgiveness - 7/14/2023 - 200,000+ queries Mitch McConnell - 7/26/2023 - 1,000,000+ queries Besides all the holiday festivities, people wanted to know about the cocaine found at the White House. We guess we’ll never know. On the 14th, the Biden Administration announced it would forgive the loans for 804,000 borrowers and on the 26th, Kentucky Senator Mitch McConnell had an episode where he stopped talking while being interviewed by reporters and was escorted from the podium where he was speaking. Soccer Keywords We are going to call it soccer in this report, but the sport better known as football around the world drove many people to search last month. The USMNT was involved in the CONCACAF Gold Cup tournament. Here are some queries that were related to it that made our collection. USA vs Trinidad and Tobago - 7/2/2023 - 100,000+ queries Mexico vs Costa Rica - 7/6/2023 - 200,000+ queries USA vs Panama - 7/12/2023 - 200,000+ queries The USWNT played in the 2023 FIFA Women's World Cup and search interest in that team and their matches was strong and they also made the list. Women's World Cup - 7/19/2023 - 500,000+ queries USWNT - 7/20/2023 - 100,000+ queries U.S. Women's Soccer - 7/21/2023 - 200,000+ queries USA vs Netherlands - 7/26/2023 - 200,000+ queries Women's World Cup - 7/27/2023 - 200,000+ queries It figures that after a world famous player joins your club that suddenly the team name is getting queried every time you play. Inter Miami - 7/21/2023 - 1,000,000+ queries Inter Miami - 7/25/2023 - 500,000+ queries We’ll keep an eye on how many times this team makes our list for the rest of the year. Major League Baseball There is another major league playing games in the summer. MLB had their All-Star game in July but searchers mostly cared about the Home Run Derby. Home Run Derby 2023 - 7/9/2023 - 200,000+ queries Home Run Derby - 7/10/2023 - 500,000+ queries The trade deadline for the league actually occurred on the first of August but people still wanted to see the flurry of trades. MLB Trade Deadline - 7/31/2023 - 200,000+ queries Sorry Mets fans. Interest In Other Sports Too Queries related to big events in Tennis and Boxing made our list. Carlos Alcaraz - 7/14/2023 - 200,000+ queries Wimbledon - 7/16/2023 - 1,000,000+ queries The Wimbledon tournament was played in July 2023 and Carlos Alcaraz was the Men’s Singles winner. Spence vs Crawford - 7/28/2023 - 200,000+ queries Crawford vs Spence - 7/28/2023 - 200,000+ queries Errol Spence Jr vs Terence Crawford - 7/29/2023 - 200,000+ queries The boxing match between Errol Spence Jr. and Terrence Crawford was fought on the 29th. As you can see, there were many ways to search for this bout. On the 29th, Crawford defeated Spence via TKO. Prime Day Amazon had their big deal day for Prime members as they typically do in July. Amazon Prime Day - 7/10/2023 - 1,000,000+ queries The search volume is almost back to pre-pandemic levels but not quite where it was in July 2019: ‘ Twitter, Threads, and X We finish up this edition of our search trends report with all the big happenings with social media platforms. Here’s a timeline of all the things searchers wanted to know more about with the changes at Twitter (X) and Meta: Rate limit exceeded Twitter - 7/1/2023 - 200,000+ queries Threads - 7/5/2023 - 1,000,000+ queries Twitter rebrand - 7/23/2023 - 200,000+ queries For some reason, there were limits put in place for the number of tweets users could view in a day, with different limits for verified and unverified accounts. Meta launched Threads on the 5th, much to the surprise of social media managers everywhere. We shall see how this new platform evolves as we have been viewing Twitter’s many changes over the course of 2023, which includes its rebrand to X. Update all of your social icons! Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

When you’re first starting out on social media, you may be heeding advice to “just show up” on each platform. Great advice, nonetheless, but there’s an opportunity to diversify your content and give it a more native fit for each social media platform. Establishing distinct channel strategies ensures that you’re engaging most effectively with that channel’s audience. Consumers use different apps for different reasons.Your audience on Instagram is completely different from your audience on Twitter or TikTok. More importantly, media dimensions, character limits, and the overall strategy and objective vary depending on what social media platform you’re using. Content can be repurposed to ensure it communicates the brands' message across different platforms,however, it should always be tweaked to fit the social channel’s needs and to increase engagement. Let’s take a look at a few popular platforms and how to optimize your content on each one. Instagram Instagram is a staple when a brand is trying to showcase their visual DNA. Most brands only have about 3 seconds to capture consumers’ attention, so they’ll want to get a good understanding of what you’re about from just a photo. No matter the industry, people will be coming to your brand’s Instagram profile to see what the products or services offered look like and take a peek at the aesthetics offered inside as well. Instagram is a visual storytelling app. Feed posts allow you to show the bigger picture, while story posts are where your consumers can see every step along the journey. Through story interactions, reels, and direct messages, there’s also a wide-open opportunity to develop a community surrounding your brand. X (previously Twitter) A community manager’s dream (or nightmare), X (previously Twitter) allows you to speak directly to your audience—and they’re likely to respond! X gives your brand an avenue to speak on what speaks to them, interact with consumers, and easily repost relevant content, all great ways to lean into your brand's personality. Most brands allow the witty, not-so-serious side of themselves to live on X, leaning into gifs, memes, and trends that float across the text-first platform. You could use this platform to engage jokingly with your competitors, start conversations about the products or services you offer and have a little fun. TikTok TikTok is a great platform to push your brand creativity and have your content reach new audiences using unique trends. For your brand, TikTok is a creative playground. With trending sounds, filters, and templates, there are so many ways to present your brand in a way you may never have before. The platform’s motto, "Make TikToks not Ads," is a great guardrail for developing content. Consumers on TikTok learn about hidden gem products, new recipes, or product hacks. Optimal content on this app is very immersive, so you have an opportunity to find more information and insights about your consumers. LinkedIn LinkedIn is a great place to show off some thought leadership and anything interesting you’re doing in your industry. Think of LinkedIn as your brand’s professional landing, a place to network and mingle in a more formal setting. Brands could use this to showcase their values, employee spotlights, and business achievements. This could spark an interest in future customers, employees, or investors. So, before jumping into a new social media platform, (like Threads), develop a channel strategy. If the app is primarily visual, take some time to solidify pictures and videos that will add value to your page and engage your audience, like relevant infographics or shots of real people enjoying your brand. For more text-first apps, take advantage of the opportunity to let your words do the work by starting engaging conversations with your consumers or answering FAQ. Most importantly, get to know your consumers! Understand how your audience behaves and engages on each specific channel so you can tailor your content to fit right in.