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How Covid-19 Has Affected Ad Spend For Office Supply Retailers

Affiliate Managers, Agencies, Marketing Teams, Retail
office supplies
This post was written by Michele Reina.

NOTE: To see the data charts for the stats below, please send an email to

There has been an incredible increase in the number of people working from home. With that in mind, we wanted to take a look at trends in ad spend for suppliers of office furniture. We dove into Lighthouse™ and looked at the keywords ‘office furniture’ and ‘office appliances’ to see how the shift to working from home has impacted ad spend trends.

  • Large retailers like Office Depot and Wayfair, didn’t rely just on their name brand to get traffic, and increased spend in March by 32% and 24% respectively.
  • Staples appeared to keep ad spend pretty stagnant, only increasing spend by 2% in March.
  • Lesser-known names like are trying to grab some of the new business opportunities in this space by increasing their ad spend by 109833%, while keeping their CPC under $1, with a CTR of 7%.

Next, we took a look at the Share of Voice for the Month of March on the term ‘office furniture’:

Interesting trends:
  • Wayfair’s strategy has resulted in significant increases to their SOV
  • Amazon’s SOV, which usually dominates, has essentially disappeared as of the end of March
  • Office Depot has maintained the same SOV month-over-month, even though they had increased ad spend by 32% during the month of March.

PLA SOV on keyword group “office furniture” for last quarter:
  • Wayfair is dominating SOV for PLAs as well
  • Amazon becomes non-existent in SOV for PLAsin week 12 of 2020
  • We can assume Walmart is spending the most money on PLAs as we didn’t see them show up in top 10 in search results or ad spend
  • Target is more active with PLAs as well

Looking for similar data for your vertical? Reach out to our team for a look at the data.