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Celebrities, supermodels, middle-aged men—they’ve all got one thing in common: dad hats. We’re digging into this fashion trend, inspired by good ‘ol Dad. If you want to do the same, our Shopping Insights tool can help you uncover trends and explore a product’s popularity.

We just finished celebrating Mother’s Day with Mom, and Father’s Day is right around the corner. So, we’ve been digging into the trends that matter to—and are inspired by—Mom and Dad.

Using the Shopping Insights tool, we found that over the last 12 months, searches for "dad hats" have exploded. “What is a dad hat,” you ask? Simply put, it’s a baseball hat. The real distinction is that it’s often a little oversized. It’s anti-fashion for the fashionable set.

The trend was first spotted in the Northeastern U.S., and search volume rose quickly, spreading across the country. We’ve seen the trend really take off in large urban enclaves like New York, Los Angeles, Chicago, Houston, and San Francisco, where digital natives and millennials are highly represented. Those populations are also more likely to shop on mobile, so it makes sense that 73% of the searches for “dad hats” are on mobile devices.

Search Volume for “Dad Hats”

If you want to learn more about the products that are resonating with U.S. consumers, check out our Shopping Insights tool.

Shopping Insights gives marketers a 360-degree view of a product’s popularity. Harnessing aggregated search volume data for more than 7,000 popular products (and counting), the tool provides a snapshot of shopping trends across the U.S.

With Shopping Insights, retailers, manufacturers, and their marketing agencies can see how products trend over time. They can also explore how consumers use mobile and desktop to search for products as well as see interest in the product by region.

Relying on a combination of heat maps and graphs, Shopping Insights can be used to understand the upward or downward movement of product queries and to break out results by city or region. Plus, with search query data dating back to April 1, 2014, marketers get clear, unambiguous information that can illuminate long-term trends and inform strategies going forward.