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November 08, 2006

Ugg Boots are on Fire

posted by MR WAVETHEORY at 11/08/2006 05:26:00 PM

Search queries for "Ugg Boots" are up 69% this year. Ugg is owned by Deckers Outdoor Corporation (Nasdaq DECK). Time to buy the stock!

UK internet searches for "ugg boots" nearly doubled last week - up 82% in market share of UK internet searches. Year on year, searches for "ugg boots" were up more than six-fold. I asked colleagues about it today - one suggestion was that the recent cold weather is driving consumers to look for the warm (if bulky) boots.

Did the recent cold-spell cause the surge? There is a definite seasonal pattern in searches for "ugg boots", as you can see in the chart below. Searches for "ugg boots" peaked later in 2005 - in the week ending 26th November 2005, but last week's peak exceeded the peak from 2005 by 69%.

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