• by Laurie Sullivan , Staff Writer @lauriesullivan, February 10, 2015

If you were glued to the television set watching the Boston Patriots and Seattle Seahawks during Super Bowl Sunday, you weren't alone. During game time, ecommerce traffic dipped about 30% among one company's clients, per data released Tuesday. Approximately 36.2% of the U.S. population watched the Super Bowl.

The dip in ecommerce highlights that the second screen phenomena has little to do with making a purchase and more to do with search and discovery, at least for now.

“Second screens were still used,” said HookLogic CMO Elizabeth Jackson. “They just weren’t used for shopping as much. People were more focused on social media."

Jackson pointed to stats and rivalries between Facebook and Twitter posts about the Patriots and Seahawks.

Of the remaining people who shopped during game time, HookLogic noticed unusual behavior across its network of sites. When the company analyzed the top 50,000 non-branded search terms queried on leading ecommerce sites during the Super Bowl, some had a bigger lift than others compared with the same time on the previous Sunday.

Registry Gifts searches spiked by 1,930%, which makes you wonder whether we will see an onslaught of weddings in the near future. People searched for exercise machines; in fact, 457% more than the previous Sunday. TVs made up two of the top five slots. Searches for tires rose 73%. "Basket bins" rose 84%, and "personalized gifts" rose 80%.With Valentine's Day around the corner, searches for "fashion jewelry" rose 150% and "personalized gifts" rose 80%.

While HookLogic measured a 122% bump in the term "Valentine's Day," AdGooroo, which released search data Tuesday on the top 500 jewelry-related keywords based on desktop text ad spend on U.S. Google AdWords from January through Feb.5, reports "no specific mention of Valentine’s Day in any term."