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BizReport : Search Marketing : March 03, 2015

Mother's Day: Flowers a popular gift, but Mom wants tech

It is just under nine weeks until the third-largest retail holiday in the U.S. and already there is talk that a third or more of consumers will head online.

by Helen Leggatt

Mother's Day is on Sunday 10th May this year and, as is the case most years, people will be spending up a storm. In 2014, $20 billion was spent on this, the third-largest retail holiday in the U.S.

According to Bing Ads, more than three-quarters plan to spend the same, if not more, this year than last. Based on Mother's Day 2014, Bing predicts the top gift categories will be greeting cards (81%), flowers (67%), eating out (57%) and gift cards (43%).

However, Bing found that mothers are dreaming of gifts that will make their life simpler with 80% interested in consumer electronics despite just 13% of those buying Mother's Day gifts considering this option.

Retailers should take note that 30% of shoppers intend to purchase Mother's Day gifts online. Bing notes that online shoppers will spend 38% more than offline shoppers; an average of $255.87.

However, while that leaves 70% who will shop in-store, retailers should remember that those shoppers will be searching for gift ideas online, too, and search advertising for Mother's Day needs to be addressed now.

In particular, Bing suggests retailers selling technology-focused gifts start their search campaigns at least a month ahead of Mother's Day as shoppers for this gift type begin research over a month in advance. Searches for 'flowers' and 'florists' also begin early, says Bing, and grow to high levels as Mother's Day approaches. Furthermore, search ads should go live at least two weeks before Mother's Day - while search volumes peak mid-April, click-through rates peak two weeks before the holiday.

Image via Shutterstock

Tags: Mother's Day spending, online shopping, retail, search marketing

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