Seasonal holidays offer a unique opportunity for brands to connect with customers in a meaningful way. By designing campaigns that speak to the spirit of the season, you can attract new customers and create a lasting impression that extends beyond the holiday itself.
Mother’s Day is the third largest retail holiday in the United States. According to the National Retail Federation, Mother’s Day 2022 saw a record $31.7B spent on gifts, indicating Mother’s Day season it’s a prime opportunity for businesses to promote their products or services and increase revenue.
In preparation for this popular celebration, we looked at online Mother’s Day trends and shopping behaviors to help you understand how potential buyers are researching, planning, and shopping to celebrate moms to plan accordingly.
Timing is Everything
Mother’s Day is not a last-minute shopping holiday; think about it, we want to make our mothers and mother figures around us feel special with a well-thought-out gift. This behavior is reflected in online search trends, which show searches start as early as March and reach the highest spike about a week before the holiday. 84% of people planned to celebrate Mother’s Day in 2022; therefore, timing your holiday campaign to tap into this market is critically important.
Tip: You can begin awareness tactics as soon as interest picks up five weeks before the holiday. This way, you can increase brand exposure on search at the beginning of April to maximize conversions.
To Mom, with Love
We know people are planning to celebrate based on rising search trends, but it’s not just about the rising search trends; it’s also important to understand the unique ways people choose to spend their time and money. More than half of consumers (57%) interviewed by the National Retail Federation stated they are planning to spend on a special outing like dinner or brunch, signaling continued post-pandemic prioritization of quality time with loved ones. Traditional gifts like flowers and jewelry remain among the top gift options for buyers.
Not only are these gifts among the top option for searchers, but according to Microsoft advertising internal data, these are also the top options mothers would like to receive as a gift.
Other gift options include greeting cards, gift cards, clothing, and apparel, among others. If you want to boost your sales this season, it’s vital to know what types of gifts searchers are considering and make sure they are prominently featured in your advertising strategy.
Tip: Display offers on specific products that could have high demand during the season based on your offering or site-wide sales. You could also add visual elements to help your ads shine with image extensions, Discovery, or Display ads.
Thinking Outside The Bouquet
As we previously mentioned, a gift that is meaningful can go a long way, especially for Mother’s Day celebrations. For buyers, a gift that is unique or different is among the most important points of consideration when purchasing during the season. If your business offers personalized gift options, we would advise highlighting them in your ad copies.
Moreover, buyers are relying on online sources to find gift inspiration and later purchase. Since these shoppers are spending more time in the consideration phase of their shopping journeys, it’s more critical for brands to show up during those moments of discovery.
Tip: Explore new emerging Mother’s Day queries and include them in your Mother’s Day campaigns to reach searchers during the discovery phase; remember to group your ads together based on relevant themes and keywords. You can also expose new emerging search trends and themes with Dynamic Search Ads.
Maximize your Sales This Mother’s Day
As we come to the end of this blog, we hope you’ve enjoyed reading and that our tips have given you some valuable insights for the season ahead. To make sure you’re fully equipped for success, we’re sharing some bonus tips that you won’t want to miss:
- Capitalize on returning visitors: Check your analytics new vs. returning visitors report to review if there have been significant conversions and revenue coming from returning visitors to launch remarketing efforts. Since the interest is already there, you can create special offers or customized messages for these users. You could show ads to your past visitors as they browse sites and apps on the Display Network with Mother’s Day discounts, special products, or messages.
- Use ad extensions: This might be obvious to some, but the power of good Ad extensions during seasonal campaigns should not be underestimated. Extensions like sitelinks and callouts allow you to provide additional information about your products and services. This can help increase click-through rates and conversions.
- Diversify your advertising channels: Social media platforms like Facebook and Instagram are great channels to reach new audiences during the season. If you are still unsure about the benefits these platforms offer, check out the video below:
By leveraging digital marketing channels like PPC and Facebook ads, businesses can ultimately drive more sales and revenue during the season. Keep these trends and tips in mind when creating your campaigns and ads to ensure that they resonate with your audience during the season. If you enjoyed this content, subscribe to our blog or youtube channel for the latest industry updates.