Mother’s Day makes up the holiday trifecta for retail marketers, with shoppers in the month of May spending 1.62x the U.S. monthly baseline in the high-end retail gift category. It is one of the most popular times of the year for brands looking to attract the attention of consumers. Here are the consumer spending stats and facts advertisers and marketers need to know about this day.
Mother’s Day is the third biggest spending holiday of the entire year after the winter holidays and back-to-school. The spending is expected to total a near-record $23.1 billion this year.
For only the second time in 15 years, total retail spending for Mother’s Day this year was estimated to exceed $23 billion. Advertisers and marketers everywhere plan advertising campaigns to capitalize on the holiday and score big with moms – and they've got a lot to live up to. Historically, brands worldwide have gone big on Mother's Day, using the holiday to target two huge groups of buyers: women and moms.
Digital advertisers need to take some time to truly understand Mother’s Day shopping demographics to capitalize on this opportunity every year and to learn from the trends derived from the campaigns that ran during this span of time.
Mother’s Day is a great opportunity for all types of retailers to encourage consumers to spend more on beautiful gifts. If you want to run a stellar digital advertising campaign, you have to start with a plan; below you can find some interesting data and insights from the Mother’s Day 2018 campaigns supported by ZypMedia that can help you make a better plan.
The duration of ZypMedia Mother's Day campaigns ranged between 2-4 weeks, and 72% of advertisers preferred a 15-20 day long campaign.
Unlike Christmas and birthdays, people don’t plan that far in advance for Mother’s Day. Rather than spending advertising budgets toward long-running campaigns, it makes more sense to focus on two to three weeks leading up to Mother’s Day.
In 2017, a window of two-to-three weeks was observed when consumers were actively purchasing, which means advertisers will need to have their content ready for publishers around mid-April to get their promotions and deals out around the same time for the week-long peak in conversions.
80% of clients preferred digital display campaigns over digital video campaigns.
Display campaigns were heavily opted for by advertisers for Mother's Day.
Display campaigns play a large part in online retail purchases. When you have been thinking of buying a gift for your mother, how many times have you seen an ad on Facebook or on a publisher’s website for a product you were looking for?
Or have you ever seen an online ad and thought, “That looks like a cool product--I’ll come back to it later” and then searched directly for it on Amazon or Google?
Well, your customers are doing the same thing! Are you making sure that you’re targeting or re-targeting these customers well in advance of the busy Mother's Day shopping season? While it’s never too early to start thinking about the next holiday shopping cycle, now is the time to make sure that you have a robust marketing plan that includes display advertising, especially if you are an eCommerce advertiser.
The highest performing advertiser category was food and drink constituting 34%, which was supported mainly by chocolates and food-oriented gifts and activities like special dinners and brunch outings.
While Mother’s Day signals a surge in online shopping, it’s important to note that specific industries do much better than others.
Like any holiday, Mother’s Day has its own traditions, which translate into certain gifts being searched for and purchased more often. A total 86% of Americans celebrated Mother’s Day and spent an average of $180 per person. Industries like flowers, greeting cards, special dinners, entertainment, clothing, and jewelry tend to do the best during the Mother’s Day shopping season.
At ZypMedia, our top categories of advertisers comprised of food and drink, family and parenting, gardening and houseware tools, jewelry, arts and entertainment, and shopping for clothing and cosmetics.
Our ad operations team observed the highest performing CTR from May 6-9, 2018.
As we discussed earlier, Mother’s Day is an occasion of short planning and quick turnaround, with most searches and shopping taking place in late April and early May.
A click-through rate (CTR) is the measurement of the ratio between how many people are exposed to the ad and how many people actually click the ad. A higher CTR during early May indicates that more people were clicking on ads during that time, which supports the idea that the period of 4-7 days before Mother’s Day, which was May 6-9 this year, was the most effective time for running Mother’s Day campaigns.
This year’s learnings should be applied to next year’s digital advertising game plan.
Taking a look at this year’s campaigns and sales figures for your next year’s campaign will help you make better business decisions. What had better ROI, email, or display ads? Campaigns that use data improve their marketing ROI 15–20%. Looking at data will help you focus your attention on your highest-performing channels and highest-converting customer bases.
You got a lot of website hits from the Mother’s Day campaign. Don’t let them go to waste. Use retargeting to pull in more sales after Mother’s Day.
Want even more insights to help you launch seasonal digital advertising campaigns? Learn more about the digital products we offer and contact us to get started. We live and breathe digital, and can’t wait to help you out!