Mother’s Day Insights for Digital Marketers

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2014 marks the 100th anniversary of Mother’s Day, the 3rd largest retail holiday – and a tremendous opportunity for search marketers. Did you know that Woodrow Wilson signed a bill in 1914 to recognize Mother’s Day as a national holiday? Bing connects advertisers to customers when they’re actively looking for Mother’s Day gifts and information. Check out the Bing Ads insights for Mother’s Day seasonal trends and consumer behavior as you prepare for your sweetest Mother’s Day yet.

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Mother’s Day Insights for Digital Marketers

  1. Mother’s Day Insights for digital marketers
  2. Source: Mother’s Day Fast Facts, CNN Library, September 6, 2013 This year marks the 100th anniversary of Mother’s Day. In 1914, President Woodrow Wilson signed a bill recognizing Mother’s Day as a national holiday.
  3. In 2013, Mother’s Day spending rose 11.3% to nearly $20.7 billion. Mother’s Day is the 3rd largest retail holiday behind the winter holiday season and back-to-school. Source: NRF, Consumers Intentions and Actions Survey, 2013
  4. 87% of people plan to celebrate Mother’s Day Source: 1NRF, Consumers Intentions and Actions Survey, 2013; 2Mother’s Day Fast Facts, CNN Library, September 6, 2013 And spend more money each year on the 84.5 Million mothers in the United States.2
  5. Half of people spend less than $100 on Mother’s Day Source: PriceGrabber, 2013 Mother’s Day Survey, May 2013 52% Less than $100 23% $100-$250 12% More than $250 13% No budget in mind How much do consumers plan to spend on Mother’s Day gifts?
  6. Source: NRF, Consumers Intentions and Actions Survey, 2013
  7. Source: NRF, 1Consumers Intentions and Actions Survey, 2013. 2Flowerdeliverexpress.com and Yahoo research, 2013 While people aged 25-34 with parents 55+ spend most1, daughters make up the majority of the gift givers.2
  8. Mother’s Day gifts people plan to purchase: Percent Mother’s Day gift 81% Greeting Cards 68% Flowers 55.3% Special outing (i.e. dinner or brunch) 41.5% Gift cards / certificates 34.4% Jewelry 33.3% Clothing or clothing accessories 20.3% Personal service (i.e. spa day, facial, massage) 20.3% Housewares or gardening tools 22.2% Books or CDs 14.1% Consumer electronics Source: NRF, Consumers Intentions and Actions Survey, 2013 | (Sum may be greater than 100% as responders can select more than one answer)
  9. Source: NRF, Consumers Intentions and Actions Survey, 2013; PriceGrabber Mother’s Day Survey, 2013 Consumer electronics spend grew 44% from 2012, hitting $2.3 billion and putting it on par with Mother’s Day flowers spend. 46% 27% 20% 13% 11% tablet smartphone computer camera e-reader Top tech gifts purchased for Mother’s Day:
  10. Mothers that people plan to shop for: 65% 22% 11% 8% 8% 8% 2% Mom or Stepmom Wife Daughter Grandmother Sister Friend Godmother Source: NRF, Consumers Intentions and Actions Survey, 2013 | (Sum may be greater than 100% as responders can select more than one answer)
  11. Shoppers prefer bricks over clicks Source: NRF, Consumers Intentions and Actions Survey, 2013 | (Sum may be greater than 100% as responders can select more than one answer) *Greeting Card/Gift Store, Florist, Jeweler, Electronics Store Where people planned to buy Mother’s Day gifts 36.6% 34.4% 29.1% 28.5% 8.9% 3.0% Specialty Store* Department Store Discount Store Online Specialty Clothing Store Catalog
  12. 2/3 U.S. shoppers will look to boutiques and small retailers for Mother's Day gifts 84% Americans feel that gifts available at boutiques and small retailers are more unique and personal 64% Americans surveyed felt that gifts available at boutiques are better quality Source: FedEx Survey, April 2012
  13. Source: NRF, Consumers Intentions and Actions Survey, 2013.
  14. How smartphone owners will use their device How tablet owners will use their device Source: NRF, Consumers Intentions and Actions Survey, 2013 Tablet owners research and purchase Mother’s Day gifts more often than smartphone users. Procrastination fuels mobile device interaction
  15. Compared to Google, the Yahoo Bing Network Audience is: 11% more likely to have bought flowers online in the last 6 months 11% more likely to have searched for flowers online in the last 6 months Source: comScore Plan Metrix, US, April 2013, custom measure created using comScore indices and duplication. April 2013 data was used to reflect the month prior to Mother’s Day.
  16. Mom is becoming more tech Savvy Tablet ownership among parents and working mothers with minor children living at home, rose from 26% in April 2012 to 50% in May 2013.1 64 percent of women said they would choose a digital camera over half-carat diamond stud earrings.2 Women’s interest in technology products is on the rise, with 42 percent expressing interest in consumer electronics.2 Source: 1. Pew Research Center’s Internet & American Life Project , 2011 – 2013 tracking surveys. 2. Consumer Electronics Association survey, 2012 ”We are surprised at the pre- Mother’s Day sales lift that Amazon has seen in its consumer electronics category in the last couple of years” -Amazon vice president of merchandising Frank Sadowsky
  17. Compared to Google, the Yahoo Bing Network Audience is: more likely to have bought a digital/e-book reader (e.g. Kindle/iPad) online in the last 6 months more likely to have searched for a personal electronic product online in the last 6 months 17% 7% Source: comScore Plan Metrix, US, April 2013, custom measure created using comScore indices and duplication. April 2013 data was used to reflect the month prior to Mother’s Day.
  18. Source: Microsoft Internal Data Analysis: May 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets. In May 2013, we saw… Search Terms % flowers 47% florists 24% florist 8% flower 7% flower delivery 4% flowers com 3% flower shops 2% flower shop 1% flowers delivery 1% send flowers 1% flower arrangements 1% flowers online 1% mother day flowers 1% flowers mother day 1% cheap flowers 1% Flowers Search Terms % mother day gift ideas 44% mother day ideas 17% gift ideas mom 16% mother day gift baskets 7% best gifts mom 4% great gifts women 3% mother day gift basket 3% mother day baskets 3% mother day specials 2% mom gift ideas 1% mother day special 1% Deals Search terms % mother day 48% mother day gifts 14% mother day poems 14% gifts mom 10% gifts her 5% mother day gift 2% mothers day 1% gift mom 1% mom gifts 1% best mother day gifts 1% unique mother day gifts 1% mother day greetings 1% unique gifts her 1% gifts moms 1% mother day presents 1% General Mother’s Day
  19. . Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep 1-Oct 1-Nov 1-Dec Top performing Mother’s Day categories in 2013 deals flowers General General Mother’s Day searches and deals saw a 600%+ lift in searches during the month of May 2013
  20. Mother’s Day Flowers searches by device Hi-Fi Mobile PC Tablet Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets. Mother’s Day Deals searchers by device Hi-Fi Mobile PC Tablet
  21. In 2013, smartphone searches for Mother’s Day were almost 1/3 of PC. While the cost- per-click was the lowest. $0 $1 $2 General Mother’s Day searches cost-per-click Hi-Fi Mobile PC Tablet General Mother’s Day searches Hi-Fi Mobile PC Tablet Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
  22. deals flowers General Cost-per-click comparison 2012 to 2013 +23% +11% +14% deals flowers General Click-through rate comparison 2012 to 2013 +65% +45% +68% Click-through rates improved for Flowers, Deals and general Mother’s Day keyword categories from 2012 to 2013. Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
  23. Let Bing Ads’ ad copy research help you capture your Mother’s Day searchers.
  24. Here’s how to read a heatmap Ad description Adtitle Great Good Insufficient dataPoor Air Airfares AirlineBrand Airlines Book CalltoAction City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers OfficialSite Online Prices Save Tickets Today Trademark Travel Website Your Air Airfares Airline Brand Airlines Area Book Call to Action City Deals Discount Fares Find Flights Fly Lowest Nonstop Official Site Online Save Tickets Trademark Travel Website Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.
  25. Consumer Electronics Black Friday Brand Callto Action Celebrity Cyber Monday Free Free Shipping Gift In-Store Pickup New Now Official Site Online Price/ Pricing Product Promo Purchase Quality Resource Service Style/Kind Value Other Words Black Friday Brand Call to Action Celebrity Cyber Monday Free Shipping Gift New Now Official Site Online Price/ Pricing Product Promotion Purchase Quality Resource Service Style/ Kind Other Words AdTitle Great Poor Insufficient dataGood Ad Description
  26. Consumer Electronics: Top word combos Mobile TITLE DESCRIPTION Price/pricing Product Brand Resource Price/pricing Free shipping Resource Free shipping Product Service Resource Service Brand Price/pricing Price/pricing Quality Tablet TITLE DESCRIPTION No variable In-store pickup Official site Product Purchase No variable Brand In-store pickup PC TITLE DESCRIPTION New Promotion No variable In-store pickup Brand In-store pickup Online Quality New In-store pickup
  27. Flowers / Candy / GiftsAdTitle %Off Brand Callto Action Clothing Create {KeyWord} Food Free Free Shipping Gift(s) Holiday Now Online Price Product Profession Promotion Purchase Quality Service Style/Kind Value Web Other Words % Off Brand Call to Action Clothing Create {KeyWord} Food Free Free Shipping Gift(s) Holiday Now Online Price Product Profession Promotion Purchase Quality Service Style/Kind Value Web Other Words Great Poor Insufficient dataGood Ad Description
  28. Flowers/Candy/Gifts: Top word combos Mobile TITLE DESCRIPTION Product Food Product Quality Product Gift(s) Style/kind Product Gift(s) Product Tablet TITLE DESCRIPTION Gift(s) Now Gift(s) Product Gift(s) Value Gift(s) Brand DKI Value PC TITLE DESCRIPTION Call to action Now Promotion NoVar Service Gift(s) DKI Create NoVar Value
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