According to Nielsen//NetRatings, the top five most popular shopping search terms for April were:

1. “home depot”
2. “walmart”
3. “target”
4. “sears”
5. “best buy”

Interesting data. But I don’t agree with the conclusion posited on the SearchEngineWatch Blog:

These are people who likely have done their research and are now looking for physical/local stores to buy what it is they want.

I don’t buy it (pun intended, haha). Most Americans already know where their local Home Depot is. No, instead I assert that most of these searchers are looking to buy online. Some of these shoppers will opt for in-store pickup (both Sears and Best Buy offer that option). Many of those who aren’t wanting to make an online purchase are looking for product information, buyer’s guides, or the current circular/FSI for the week’s in-store specials.

So why are the top shopping searches dominated by brick-and-mortar brands? Simple, it’s because those 5 brands are so pervasive and so trusted in the marketplace. Their online stores offer a safe and familiar place to shop online.

Why don’t they simply type in homedepot.com into their web browser’s Location bar? I imagine for many people, typing in “home depot” into the Google Toolbar or into the search box on their Start Page is the easiest and/or most comfortable way for them to get to the site. Perhaps some, like myself, even have their Google Toolbar configured it to have the I’m Feeling Lucky button on it, to go straight there! 😉