According to Bing Ads, "MotherÛªs 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 MotherÛªs Day than FatherÛªs Day.
These numbers suggest that people arenÛªt 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. ThatÛªs an average online spend of $225.87. And donÛªt forget about the other 70% shopping in-store, because theyÛªre searching too."
"Yahoo Bing Network also has some tips on search advertising for this popular holiday:
- Start campaigns early for technology-focused gifts. Shoppers start to research tech-savvy gifts over a month ahead of time.
- Focus on mobile the week of MotherÛªs Day, which lands on May 10 this year. Last-minute shoppers are using their smartphones to find the perfect gift the week before.
- Floral shops: Start advertising a month in advance and more heavily the week before for PC and tablet, as ÛÏflowersÛ and ÛÏfloristsÛ searches start early and continue to grow.
- Those who stock fashion jewelry take note ÛÒ start advertising a month in advance for smartphone searchers.
- Have ads live 2 weeks before the holiday. Search volume peaks in the middle of April, but click-through rates peak 2 weeks before MotherÛªs 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.