30% of Mother's Day Celebrators Will Shop Online

According to Bing Ads, "Mother‰Ûªs Day is the third-​largest retail holiday in the U.S., with a whopping $20 billion spent in 2014, and 76% of people surveyed plan to spend the same, if not more, this year. And last year, search spend was 110% higher for Mother‰Ûªs Day than Father‰Ûªs Day.

These numbers suggest that people aren‰Ûªt just shopping for Mom. While 64% are shopping for their mothers or stepmothers, 23% shop for their wives, 9% shop for their daughters, 10% shop for other relatives, and the list goes on." Spending should average $163 per shopper for 2015.

Based on Mother's Day spending data from 2014, Bing reports the top categories of gifts for 2015:

  • Greeting cards 81%
  • Flowers 67%
  • Brunch or dinner out 57%
  • Gift cards 43%
  • Jewelry 32%
  • Spa day, facial or massage 21%

"Though most shoppers are buying the classics (think cards and flowers), moms are dreaming about gifts that can make their life simpler," Bing reveals. "80% of women express interest in consumer electronics and their loved ones are listening ‰ÛÒ approximately 13% of those planning to buy a gift for Mom plan to buy consumer electronics."

Again, based on 2014 spending, Bing predicts that "30% of shoppers will purchase gifts online, spending 38% more than offline shoppers. That‰Ûªs an average online spend of $225.87. And don‰Ûªt forget about the other 70% shopping in-​store, because they‰Ûªre searching too."

"Yahoo Bing Network also has some tips on search advertising for this popular holiday:

  1. Start campaigns early for technology-​focused gifts. Shoppers start to research tech-​savvy gifts over a month ahead of time.
  2. Focus on mobile the week of Mother‰Ûªs Day, which lands on May 10 this year. Last-​minute shoppers are using their smartphones to find the perfect gift the week before.
  3. Floral shops: Start advertising a month in advance and more heavily the week before for PC and tablet, as ‰ÛÏflowers‰Û and ‰ÛÏflorists‰Û searches start early and continue to grow.
  4. Those who stock fashion jewelry take note ‰ÛÒ start advertising a month in advance for smartphone searchers.
  5. Have ads live 2 weeks before the holiday. Search volume peaks in the middle of April, but click-​through rates peak 2 weeks before Mother‰Ûªs Day."

AudienceSCAN data finds that 26% of consumers celebrated Mother's Day at a restaurant. Roughly 50% of these diners live in suburban neighborhoods, 27% live in metropolitan neighborhoods and 23% live in small-​town neighborhoods.

Think about families who celebrate at home, but order take-​out or catering: 35% of this audience enjoys entertaining/​hosting or attending parties. And shoppers might be looking for gifts to give mom during the meal, since 32% of Mother's Day diners like decorating, and 29% are into fashion.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.