Tis the season for too many cooks in the kitchen, and many of them started searching for Thanksgiving Day recipes all the way back in September.
According to Google Trends, every holiday results in a spike for recipe search queries, but Thanksgiving drives the largest volume of recipe related searches.
Last year, 44 percent of Thanksgiving Day recipe searches happened on a mobile device. Google claims this month’s holiday mobile recipe queries are up 19 percent already.
And we’re not just talking turkey searches here.
“Where we see people taking chances and exploring more recipes is on side dishes and desserts,” said McCormick & Company’s digital communications director Jennifer LaFrance.
With twice as many recipe searches occurring Thanksgiving week, Google says advertisers are failing to take advantage of recipe search volumes around the holiday.
Search Volume vs. Ad Volume for “Recipes” Around Thanksgiving:
Recipe searches on YouTube are growing as well, with Google reporting its video platform seeing a record high number (nearly 150 hours) of cooking and recipe content posted last November.