April 2025 Marketing Insights

May 12, 2025 - 3 months ago

April showed no signs of slowing down on Supply Post, with buyers continuing to dig deep into specific makes, models, and equipment types. While some categories kept climbing from March, others broke out with fresh momentum. From sharp spikes in grader and dozer interest to a growing list of highly specific part searches, April proved that Canadian equipment buyers are doing their homework and zeroing in on exactly what they need.

What Users are Searching For

Searches for graders were up an impressive 115.09% in April, while long arm excavators climbed 70%. Meanwhile, searches for D7 dozers surged by 223.08%, showing that interest in heavy earthmoving equipment isn’t cooling off any time soon. Crusher searches also rose by 66.67%, likely tied to ongoing roadwork and materials processing heading into warmer months. If you’ve got any of this equipment ready to sell, now’s a great time to get it listed!

Tigercat, Donaren, Kenworth, and Caterpillar were the most searched makes, while graders, excavators, water trucks, and dozers topped the list for most searched for equipment types. Specific search queries like "CAT 627B 1684600," "966 loader," and "used rubber tracks for Bobcat E50 excavator" highlighted how focused buyers have become. These aren’t broad-category shoppers – they're buyers who know exactly what they're looking for.

Geographic Data

Across Canada, Ontario and Quebec led the charge with provincial traffic growth of 4.57% and 5.26%, respectively. We typically see traffic in those provinces pick up in the early summer as construction projects and contractors ramp up. Ontario's strongest-performing cities included Toronto (up 45.89%), Vaughan (41.18%), Peterborough (25%), Kingston (20.69%), and Kitchener (15.63%). Quebec’s city-level numbers were more modest, but steady. British Columbia also showed strong pockets of growth in forestry regions. Vernon led the way with a 79.02% increase, while Courtenay (20.75%), and Penticton (13.64%) all saw notable gains. In Alberta, interest was spread out, with big jumps in Sundre (up 150%), Taber (42.86%), and Red Deer (10.39%).

Equipment Views

When it came to equipment viewed, mini excavator pages saw a 23.35% increase, while compactors were up 18.1%. Truck listings had a big month with both Vac Trucks (15.98%) and Water Tankers (13.11%) up. In March, views of screening equipment had been up, and that momentum continued this month. With another 12.83% increase in pageviews, this equipment type is quickly rising through the ranks. These increases suggest growing demand for compact site solutions and material-handling gear as the season kicks into high gear.

The most viewed equipment types overall included excavators, dozers, dump trucks, and processors. Log loaders, mini excavators, skidders, feller bunchers, and screening equipment also had a good month. It’s a mix that reflects the diverse needs of contractors across construction, forestry, and hauling.

Three featured listings grabbed extra attention this month: a 2017 John Deere 135G for sale by Central Island Rentals + Sales, a 2003 Madill 124 for sale by a private seller, and a 2025 International HX620 6x4 for sale by Maxim Truck & Trailer. Once again, Facebook proved to be the biggest traffic driver for these listings, though email click-throughs jumped significantly—up 85.66% month-over-month. That surge in email traffic points to more buyers keeping tabs on fresh inventory and acting quickly when the right machine hits their inbox.

April’s numbers show that buyers are more intentional than ever. They know what they want, they’re searching smart, and they’re engaging through multiple channels. If you’re listing equipment, now’s the time to make sure your specs are detailed, your photos are sharp, and your ad is easy to find. If you’re buying, the competition is heating up—so keep an eye on those listings and act fast when the right one shows up. Sign up for our e-newsletter to get listings right to your inbox!

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