Yelp’s Trend Tracker Is a Cool Free Way to Attract More Customers

Running a local business today is like trying to host a party in a crowded marketplace. There’s competition everywhere, consumer preferences shift constantly, and customers are always looking for the next exciting experience. The businesses that thrive are the ones that can quickly adapt to what people want—before their competitors do.

That’s where Yelp’s Trend Tracker comes in. It’s like having insider access to what people are craving, booking, and raving about in real time. This tool collects and analyzes millions of consumer interactions to identify the biggest rising trends across different industries. For small business owners, this is marketing gold. It means you can tweak your products, update your messaging, and plan ahead without wasting money on trial and error.

Instead of guessing what customers want, you can see exactly what they are searching for and how their behavior is shifting. Whether it’s an increase in searches for mocktails, boutique fitness classes, or unique dining experiences, this tool helps local businesses make informed decisions that drive traffic and revenue.

Yelp’s Trend Tracker isn’t just about watching trends; it’s about using them to grow. Here’s how local businesses can take advantage of this powerful tool.

What Is Yelp’s Trend Tracker and How Does It Work?

Yelp’s Trend Tracker is a data-driven tool that monitors millions of consumer searches, reviews, and interactions to identify what is trending in real time. It tracks search patterns, customer behavior, and emerging preferences across different industries. Instead of relying on guesswork or outdated reports, business owners can access fresh insights that reflect current consumer interests.

Yelp’s Trend Tracker (https://trends.yelp.com/)  measures the frequency of specific phrases and topics in Yelp searches. This means if a new food trend is taking off or a certain type of service is gaining popularity, you can see it happening as it unfolds.

It also analyzes the text of customer reviews, not just search terms. If people are consistently mentioning specific features, flavors, or experiences in their reviews, businesses can pick up on those details and incorporate them into their marketing strategies.

Unlike traditional trend reports that might take months to compile, Yelp’s data updates monthly. This means businesses can stay agile and adjust their strategies based on the most up-to-date consumer insights.

For example, in January 2025, searches for mocktails saw a significant spike as more people participated in “Dry January.” Restaurants and bars that quickly adjusted their menus to feature alcohol-free cocktails were able to capture this growing audience, while those that ignored the trend missed out on potential sales.

How Small Businesses Can Use Yelp Trend Data

Look, trend data is expensive and hard to process and understand.  And, that’s what makes Yelp’s trend data so wonderful. 

Remember, they are processing actual voice of the customer inputs from reviews and searches and serving them up on a platter for you. 

Spot Trends Early and Adapt Fast

One of the biggest advantages of Yelp’s Trend Tracker is its ability to detect trends before they go mainstream. Instead of reacting late, businesses can be among the first to capitalize on new consumer interests.

A bookshop café noticing a surge in searches for “book bars” could introduce a special book and wine pairing event or start a monthly themed book club with signature cocktails. A gym seeing increased interest in “Pink Pilates Princess” workouts could launch themed fitness classes and market them as the latest trend in wellness.

The key is to check Yelp’s trend data regularly and look for patterns in your industry and location. If you see something trending that aligns with your business, take action before your competitors do.

A Closer Look at How to Use Yelp Trends in Your Business

OK, now that you know that Yelp’s Trend Tracker is a cool tool. Let’s talk about how to actually use it in your business. 

Visit the site regularly and see what’s up there.  I’d recommend at least a couple times a year, or once per quarter.  You don’t have to actually do anything about it – but you do need to see what people are talking about 

Visit “Recent Reports on the Home Page.  Here you’re going to find the most recent analysis that Yelp has put together.  Your type of business may NOT be referenced, but that doesn’t mean you won’t learn anything. 

In this example, they are talking about topics that will most impact restaurants.  No surprise because nearly half of all business types included in Yelp are restaurants.  Hence, it stands to reason that if you’re a restaurant owner, Yelp is going to be your new best friend when it comes to customer research.

• Restaurants: 49%
• Home & Local Services: 19%
• Shopping: 15-16%
• Beauty & Fitness: 11%
• Health Services: 8-9%

But what about the rest of us?  What can we learn from the data if we’re another type of business?

Let’s play with “Mushrooms are having a moment”  Sure, they’re talking about mushroom drinks, but what if you’re a retailer?  You can add cool, creative and innovative mushroom inspired products. 

What about the other example; reservations for large parties… Again, it’s focusing on restaurants, but that doesn’t mean that you can’t use this if you’re another type of local business.  

Here’s the quote that stood out to me:

“younger generations build community and grow friendships. Yelp users are searching for local restaurants to host their intimate gatherings, no special occasion needed.”

Even if you aren’t running a restaurant, you can take advantage of this trend.  You can create an offer to host private shopping or private spa parties, etc.  Do your research, see how restaurants are pricing these events (because they are all doing it differently).  Make sure you know your costs and profit – so that you know your baseline.  After you’ve done that, put it on the shelf and focus on your customers and what they would LOVE.  

When online shopping first cropped up a lot of retailers were complaining that they were losing customers to Amazon.  That’s when some trend reporters started talking about brick and mortar businesses shifting their outlook from necessity to entertainment. 

Update Your Business Description and SEO

Search engines prioritize businesses that use relevant, trending keywords, and Yelp’s data can help you optimize your profile and website for better visibility.

If a rising trend is gaining traction, make sure your business description includes related keywords so that potential customers can easily find you. A fitness studio noticing increased searches for “low-impact workouts” could update their description to highlight pilates and yoga as core offerings. A bakery seeing a rise in interest for “gluten-free desserts” could ensure their profile and website emphasize their gluten-free options.

Updating your business description isn’t just about SEO—it’s about making sure customers immediately see that you offer what they are already searching for.

Create Trend-Based Promotions and Events

Once you spot a trend, turn it into a limited-time offer, promotional campaign, or special event.

A local spa noticing a spike in travel-related searches could create a “Staycation Wellness Package” to attract customers who are cutting back on travel but still want a luxury experience. A restaurant seeing increased interest in “plant-based comfort food” could launch a seasonal plant-based menu or host a tasting event.

By framing your promotions around trending topics, you make your business more relevant and exciting to customers who are actively searching for those experiences.

Engage with Community Trends

Consumers today are drawn to businesses that foster community and shared experiences. Yelp’s Trend Tracker shows that searches for social clubs, book clubs, and trivia nights have been rising.

This shift presents an opportunity for businesses to create spaces where customers can connect. A coffee shop could introduce a weekly book club or poetry night to attract customers looking for social events. A brewery could start hosting game nights or live music events to bring people together.

Building a sense of community isn’t just good for business—it encourages customer loyalty and word-of-mouth marketing. People who attend events or engage in shared experiences are more likely to return and recommend your business to friends.

Refine Your Social Media and Content Strategy

Social media thrives on what’s trending. Yelp’s insights can provide inspiration for what to post and how to keep your content relevant.

If wellness retreats are trending, a yoga studio could create a behind-the-scenes video of an in-house retreat experience. If functional beverages like mushroom coffee are seeing a rise in searches, a café could create educational posts on the health benefits of their new mushroom-infused drinks.

Using trending topics in social media captions, blog posts, and ads helps your content reach more people. It also positions your business as being in tune with what customers want right now.

Stay Authentic: Not Every Trend Is for You

Not every business should jump on every trend. The key to using Yelp’s insights effectively is knowing which trends align with your brand and which ones don’t.

A classic steakhouse shouldn’t suddenly pivot to an all-vegan menu just because plant-based dining is trending. However, they might introduce a high-quality plant-based option to cater to the growing demand. A craft brewery seeing a rise in interest for “sober bars” doesn’t need to stop selling beer but could introduce a small selection of non-alcoholic craft brews.

Businesses should focus on trends that naturally fit their brand, enhance their existing offerings, and appeal to their target customers. Instead of chasing every new fad, use Yelp’s data strategically to make small but impactful adjustments.

Yelp’s Trend Tracker Is Free Market Research for Small Businesses

Many businesses spend thousands on consultants and research firms to understand consumer behavior. Yelp’s Trend Tracker offers similar insights—completely free.

By keeping an eye on Yelp’s data, businesses can:

• Identify consumer interests before they become mainstream
• Adjust their marketing and offerings in real time
• Create events and promotions that align with current trends
• Improve their online visibility and SEO with trending keywords
• Stay ahead of competitors who aren’t using data-driven insights

Small businesses that embrace data-driven decision-making are more likely to attract customers and increase sales. Instead of relying on gut feelings or outdated reports, they can make informed choices that reflect what people actually want.

The best way to get started is to check out the latest trends on Yelp’s Trend Tracker and pick one insight to test in your business this month. Even a small adjustment—like renaming a menu item to match a trending search term—can lead to noticeable improvements in visibility and sales.

Yelp’s Trend Tracker is more than just a tool; it’s a game-changer for local businesses that want to stay relevant, competitive, and connected to their customers.

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Source: https://diymarketers.com/yelps-trend-tracker/