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Among Sales-Shoppers, Footwear is the Most Sought-After Item

As footwear-lovers, the only thing we love more than shoes is shoes at a great price. Turns out we’re less alone than we thought.

A new study conducted by Hitwise, a division of Connexity which tracks e-commerce and consumer analytics, found that one in every 300 online searches is related to finding coupons and discounts, with footwear being revealed as the most-searched sales item among all shoppers, even ahead of electronics and apparel.

According to the study, searches for the term “shoes” typically peak in August, just in time for back-to-school sales, while searches for the term “boots” peak during the colder months of November and December.

The study also points out what many retailers are already finding out the hard way: shoppers are only becoming more sales-addicted. Compared to 2015, the share of all online searches seeking a deal increased by nearly 40 percent.

Shoppers are also becoming more savvy about using coupons, with an increasing number searching for codes on their phones. During the week ending April 30, 2016, for instance, 59 percent of all online searches containing “coupon” originated from a smartphone.

Among coupon searchers, nearly half (49 percent) have a college degree, while 60 percent were women. Gen Xers and older Millennials, meanwhile, searched for coupons more than any other group, with 45 percent of searches for coupon “codes” coming from those aged 25 to 44.