Mother’s Day is the 3rd biggest retail holiday of the year. Last year, the average US consumer spent $163 on presents for mom, for a combined total of $20 billion on Mother’s Day gifting.

iStock_000019326875_MediumThis year is expected to be even bigger, with 76% of adults surveyed planning to spend the same amount or more on moms for Mother’s Day. The NRF estimates online consumer spending to reach a combined net average of $173, with total Mother’s Day spending at $21.2 billion.

Here are some stats to keep in mind for those verticals that get the most love on Mother’s Day.

  • Mom’s are becoming more tech-savvy – According to the NRF survey, 13% of gift-givers plan to buy consumer electronics this year, at an average of $109 per person. Because electronics take a longer time to buy and are more research intensive, allow for more time to prep for these sales. Start retargeting shoppers now with Holiday-themed ad creative to remind them of gifts they’ve looked at, and use dynamic creative ads to recommend similar products or top-sellers.
    • Flower-related keyword searches peak from May 5 – 10. More than two thirds of shoppers still buy flowers for mom – knowing when consumers are making these orders is important for getting your SEM strategy right. Consumers typically book flower deliveries more than two days in advance of the actual holiday – make sure you factor these dates in when adjusting bids for high-performing keywords during this period.

Don’t forget to re-engage your converted customers from last year with CRM retargeting. You have your email lists of shoppers who ordered flowers for Mother’s Day in 2014 – target these users online with display ads during this peak period and make it easy for shoppers to checkout with the information they’ve already provided.

  • 34.2% of shoppers plan to splurge on jewelry. This year, the NRF recorded a survey high of $4.3 billion expected spend on jewelry for moms, up a 31.7% from 2014. More men plan to buy jewelry for moms over women. Make it easier for them to find the right gift with product recommendations and search tools. A Mother’s Day-themed ad leading to a landing page with filtered products based on color, price, style, etc. can make it easy for shoppers who know what they want to get, but aren’t sure how to find it.
  • 28.5% of Mother’s Day shoppers use tablets to research and compare products. A lot of shoppers are researching Screen Shot 2015-05-04 at 10.17.18 AMproducts on tablets, and mobile users often turn to social apps for product comparisons and reviews. Reach customers where they spend the most time by adding mobile and social to your retargeting mix. Don’t forget to include these in your Mother’s Day campaigns. On average, AdRoll clients see 3.05x more clicks and 2.18x more conversions when they add Facebook to their retargeting mix. Adding Facebook mobile in addition to Facebook News Feed campaigns has been shown to drive an additional 29% more clicks and 15% more conversions.phone_num_search_v2
  • 14.7% of shoppers use smartphones to look up Retailer information. Consumers that do want to complete their Mother’s Day shopping in person are still turning to smartphones to look up store locations, hours, directions, etc. Take advantage of these local searches and try using search ad extensions to highlight Mother’s Day promotions to drive shoppers to your store. 

The next biggest retail holidays don’t roll around until well into winter – so make sure you take advantage of these Mother’s Day trends now to drive those spring sales!

For more great tips on driving online conversions for Retail brands, check out our webinar on demand: What’s Next in eCommerce Marketing.