Sunglasses, bucket hats and Hawaiian Shirts – top holiday clothing search terms revealed


New data has revealed Brits’ favourite holiday fashion searches online, as we planned our trips away this summer.Among the most searched for holiday clothing items were – sunglasses (352,830, bucket hats (352,806), sliders (284,179) and swimsuits (242,142). Moreover, the Hawaiian shirt continued to defy the odds and remains a fashion staple, with 59,122 searches between July and August. 

When it came to toiletries and personal care items, hand sanitiser gel (110, 000) was unsurprisingly number one, beating influencer favourite, Skinny Tan (100,422). Interestingly, makeup bag (80,513) was also one of the most searched for terms in the category, as travellers prepared to take their products off the bedroom dresser and through airport security.

The analysis was carried out by search experts MediaVision, using its proprietary Digital Demand Tracker tool that analyses search data from AdWords and Google Trends to get a blended view on demand changes week by week. 

The data further revealed that as we looked to get away for the first time in 18 months, many of us were looking to treat ourselves to new luggage. 128, 779 searches related to ‘travel bags’ were made from the beginning of July to the middle of August. Meanwhile, Brits weren’t taking any chances with the ever changing “will they, won’t they” traffic light system, with 380, 628 searches made for ‘travel insurance’. Interestingly there was a spike in searches for the term around 19 July, aka Freedom Day.

MediaVision also found that Bulgaria was the most searched for “holiday destination” during July and August, as Brits tried to get creative with their holiday choices. The Balkan nation beat holiday favourites, Greece (116,873 searches) and the Maldives (98,570) to the top spot, raking in 121,307 searches. Noticeably, there was a spike in searches (24,667) for Bulgarian holidays around July 19, when the country went onto the UK green list. Hopes were however short-lived as Bulgaria put the UK on its red list at around the same time, showing how tricky foreign holiday planning remained this summer.  

Turkey made the top five despite the country remaining stubbornly on the red list throughout the summer. However, rumours of it potentially moving to amber meant searches remained relatively high for hopeful holiday makers. Brits’ pent up desire to fly to sunnier climes this year was also evident with 1, 546, 798 searches for British Airways.

Louis Venter, CEO at MediaVision, comments: “The data shows just how important a summer holiday in the sun is to the stressed UK public now that restrictions have eased. 

“It can be hard to know if glossy magazine articles on the latest summer must-haves translate into actual sales, but with search being one of the most powerful indicators of intent to buy, it looks like items such as sliders and bucket hats are still being snapped up. But I’m also delighted to see that a personal favourite, the Hawaiian shirt trend, is still going strong!”