Last year, consumers spent nearly $1.4 billionon Mother’s Day – making Mother’s Day the 3rd largest retail holiday.
Source: IBIS World , April 29, 2014
It’s not just gifts for Mum
Consumers are shopping for more people than you’d think
23%Wife
10%Other relative
9%Daughter
8%Sister
64% Mother or Stepmother
7%Grandmother
Source: Mother’s Day Overview, Retail Insights Center, April 2014
6%Friend
Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences
26%Special outing (brunch or dinner)
10% Special piece of jewellery
17%Flowers
11%Cosmetics/Perfume
11%Gift card or gift certificate
11%
Pampering (spa, facial, massage)
Source: IBIS World , April 29, 2014
Perennials: Favorite Gift Categories over the years stay consistent although spend is increasing
Source: IBIS World , April 29, 2014
$137M was spent on gift cards
Technology purchases were up
4.7% year over year
Cafe & Restaurants accounted for
approximately 21% of spend
7
Sorry, dads.
Search spend
for Mother’s
Day in 2014 was
2x higher than
Father’s Day.
Tip: Increase your spend
for Mother’s Day instead
of splitting your budget
evenly between holidays.
Source: IBIS World , April 29, 2014
.
Source: Yahoo Bin
Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories
*does not include branded terms or terms within ‘Tech’ category
Flower shops start advertising a month in advance and more heavily a week before.
0
1000
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6000
29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day
Flowers Florist Mothers Day Gifts Happy Mothers Day
0
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6000
29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day
Flowers/Candies Beauty and Personal Jewllery Kitchen House ware
.Source: Yahoo Bin
Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories
*does not include branded terms or terms within ‘Tech’ category
Fashion jewellery retailers start advertising a month in advance.
Source: Microsoft internal data March 2014 – May 2014
Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mum. Clicks peak almost a month in advance to Mother’s Day.
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29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day
Flowers/Gifts Tech
. Source: Microsoft internal data March 2014 – May 2014
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day
Flowers Deals Shipping
“Flowers“
increase here
“Shipping“
increase here“Deals/sales“
increase here
Mother’s
DayOne week
prior
Two weeks
prior
Three weeks
prior
Four weeks
prior
Five weeks
priorSix weeks
prior
Our study results show that a Home & Garden ad with the following title and words in the description performed the best
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Top 5 Performing Ad Titles & Copy Descriptions
Our study results show that a jewellery ad with the following title and words in the description performed well
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Top 5 Performing Ad Titles & Copy Descriptions
Our study results show that a Flowers/Gifts/Cards ad with the following title and words in the description performed well
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Top 5 Performing Ad Titles & Copy Descriptions
Our study results show that a Consumer Electronics ad with the following title and words in the description performed well
Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.
April data was used to reflect the month prior to Mother’s Day.
Top 5 Performing Ad Titles & Copy Descriptions
jewellery shopping
Keyword Recommendations
Flowers Online Home Sale
Need more info? Please contact your account manager for further assistance.
* Australian consumers will spend $791.4 million on February 14 - up 1.8 per cent from 2014, according to research company IBISWorld.
Flowersjewellery Home & Garden
jewellery Online
Jewelers
jewellery
Pearls
earrings
rings
Gemstones
Diamond Rings
tanzanite
Florist Online
Flower Delivery
gifts
Flowers Delivery
Flowers Delivered
Online Florist
Flowers Online
Flower
Garden Pots
Garden Ornaments
Gardening
Garden ideas
Garden supplies
Garden edging ideas
Garden Decor
Home Garden
Sitelink Extensions
Improve click-
through rate (CTR)
and conversions by
providing direct
access to site content
and purchase pages.
25-35%
Location Extensions
Drive more in-store
conversions with store
locator, click-to-call,
merchant ratings, and
click-to-direction.
10-15%
lift in click-through-rates seen by most customers
Call Extensions
Connect customers
quickly to your
business with
click-to-call.
10-15%
Source: Microsoft 2014 internal data
Enhanced Sitelink Extensions
Create a bigger and bolder
ad by adding up to two lines
of descriptive text under your
Sitelink Extension.
10-15%
lift in click-through-rates seen by most customers
lift in click-through-rates seen by most customers
lift in click-through-rates seen by most customers in addition to the 25-35% lift received with Sitelink Extensions
Reach even more relevant customers by using existing Ad Extensions in addition to App Extensions.
Interested to know more about what works?
Contact your Account Manager to
view the Ad Performance
Heatmap for your Mother’s Day
campaign