A century of celebrating Mom: smart ad strategies for the mother of all holidays
Want to make the most of your paid search campaigns this Mother's Day? Columnist John Cosley of Bing Ads shares Mother's Day insights for digital marketers.
In 1914, Woodrow Wilson signed a bill recognizing Mother’s Day as a national holiday. A century later, the holiday has become much more than a celebration of more than 85.4 million mothers. Mother’s Day is now the third-largest retail holiday in the US, with total spending at $21.2 billion, according to the National Retail Federation (NRF).
No one likes to skimp on Mom. The NRF reports that the average shopper plans to spend $173 on their mother this year, with gifts ranging from consumer electronics to jewelry to flowers. And a new favorite gift is on the rise: the gift card. The NRF estimates that 44.2 percent of shoppers plan to buy Mom a gift card, with total spending expected to reach $2.2 billion.
How do you make sure your ad campaigns are working as hard as possible for you this Mother’s Day? Here are Bing Ads’ top tips for Mother’s Day success.
Timing is everything
Mother’s Day searchers begin a month in advance and are most active the week prior to the holiday — particularly those in search of flowers, gifts and greeting cards (Microsoft internal data, 2015).
Make it mobile
Mobile searches continue to grow; last year, within the Bing Network, Mother’s Day mobile searches saw a 39-percent increase. This year, smartphones are expected to play an even bigger part in Mother’s Day shopping. According to the Retail Insight Center‘s Mother’s Day Overview, here’s how they will be used:
- Researching or comparing prices (43 percent)
- Purchasing gifts (28 percent)
- Looking up retailer location, store hours, directions and so on (25 percent)
- Using apps to research or purchase gifts (16 percent)
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