March 2025 Marketing Insights

Apr 23, 2025 - 4 months ago

The March insights are here! As we enter April, there’s been some interesting shifts in the Canadian equipment market. From big bumps in excavator interest to niche searches on SupplyPost.com, our website traffic shows that spring is starting strong. Here’s a breakdown of what caught buyers’ attention last month—and what that might mean for your next move.

Site Search Increases

Excavators continue to lead the charge with a 102.47% increase in searches compared to February. Even more impressive? Mini excavators shot up 457.89%, proving that compact gear is still king for contractors tackling tight job sites. And it's not just generic excavator searches — our site saw an increase in traffic looking for specific models, like 135G or 350G LC. Whether it’s new builds or site cleanups, it’s clear that contractors are gearing up—and excavators are high on their list.

2018 Tigercat LX870D Feller Buncher

We saw an interest in brand-specific searches growing too. The search term “Tigercat” rose 34.48%, with the Tigercat feller buncher category exploding by 336.84%. Link-Belt searches rose by 62.5%, with specific interest in Link-Belt 4640TLWs on the rise. This growing interest in specific makes and models shows that buyers aren’t just browsing – they know exactly what they’re looking for.

It wasn’t just your standard equipment categories grabbing attention. March saw a spike in some pretty niche search terms, including “used older Volvo hoods,” “PC160 buckets,” “96-inch snow blades,” and “6-wheel-drive trucks.” These types of targeted searches tell us that buyers are doing their homework and looking for very specific gear. If you're sitting on any of this equipment, now might be the time to list it!

Key City Traffic

We also saw noticeable jumps in traffic from several key cities. Vancouver Island saw a lot of traffic this last month, with both Nanaimo and Victoria seeing increases in users. Nanaimo climbed 37.04%, with most of the traffic browsing excavator and log loader listings. Victoria grew by 29.63%, browsing forestry, logging trucks, and screening equipment. On the other side of the country, Toronto grew by 14.21% and Montreal by 11.21%. These cities mainly browsed for trucks or trailers, with forestry equipment on the rise also. We can see these urban hubs are ramping up their job sites for the spring, and the increase as they begin the logistics and planning for the summer season.

If you’d like further breakdown of what’s on the rise in your area, or geographic areas that are looking for your equipment, reach out to your account manager! Jeff, Jake, and Josh would love to chat with you about advertising options, and how we can help get your equipment sold. Find their contact information here!

Top Listings & Equipment Types

March also saw equipment listing views rise 15.58% overall, and two specific machines stole the show. One of our top listings was a 1996 Clemro 1351 crushing plant. It was featured on the cover of the April issue and gained hundreds of views from their sponsored social media ad. This 2003 Madill 124 was also in the spotlight this month, as a digital classic feature in our e-newsletter and social media posts. Social media and email marketing continue to play a huge role in advertising, allowing us to show equipment to users who are guaranteed to be interested in it.

Some of March’s most impressive equipment type increases came from machines built to lift, load, and sort. Telehandlers led the pack with a 206.69% increase in interest, showing a clear spike in demand for versatile lifting solutions on job sites. Feller bunchers rose by 21.43%, likely driven by ongoing forestry activity, while crane trucks and screening equipment saw healthy bumps of 19.37% and 8.07% respectively. If you’ve got one of these machines, you’re in a great spot—these numbers point to strong momentum in sectors that aren’t slowing down anytime soon.

March's insights confirm that spring is sparking activity in all corners of the Canadian equipment market. From mini excavators to Madill, from Victoria to Toronto, buyers are active—and more specific than ever in their searches. Whether you’re looking to buy or sell, we are committed to supporting this vital sector by providing a marketplace for quality listings with qualified buyers. To list your equipment, give us a call at 1-800-663-4802 or visit SupplyPost.com/advertise to get started!

This report was prepared by Kristen Washburn, Marketing Coordinator at Supply Post, using real buyer and listing data from SupplyPost.com.