What to Expect for Mother’s Day 2021 & How to Adjust Campaign Messaging

What to Expect for Mother’s Day 2021 & How to Adjust Campaign Messaging

Mother’s Day will be here before you know it! Here are the spend predictions, trends from last year, and key takeaways to best adjust your messaging strategy and campaign tactics just in time. Happy Mother’s Day!

Mother’s Day 2020: Record Numbers

Mother’s Day is almost here (!) and optimism is high. On the whole, cases are dropping, the weather is turning, and vaccines and stimulus checks are being distributed. Mother’s Day spending is expected to total a record $28.1 billion this year, up $1.4 billion from 2020 (National Retail Federation). And consumers plan to spend an average of $220.48 on Mother’s Day items – $16 more than last year and the highest in NRF’s survey’s history.

Great news: 82% say that as a result of the pandemic, celebrating Mother’s Day this year is important to them (NRF).

Plan for Some In-Person Celebrating, As Long As Mom Lives Close By

Last year, families wanted to make up for the fact that they couldn’t be in-person with their mom. This year, with more families getting vaccinated, there may be more in-person celebrations this year than last year. Nearly half (49 percent) say they are planning a special Mother’s Day outing such as a brunch or other activity (NRF). (While this is up slightly from last year, it is still below pre-pandemic levels.)

But it will depend on how much travel is involved. According to a poll from Adweek and Morning Consult, almost half (45%) of respondents said they need to be fully vaccinated before they feel comfortable vacationing. Even at the height of the pandemic, 46 percent still wanted to celebrate mom with a special meal, day out or other activity (NRF, 2020), and restaurants and food delivery services stepped up with certificates or creative at-home options for purchase.

 

Plan to See An Increase in Spend to Show Extra Appreciation

Moms shouldered heavier caregiving responsibilities while at-home schooling became the norm this past year, so spouses and children will want to show extra appreciation. And while the pandemic forced many to be separated from family, expect more gifts to grandmothers, stepparents, and friends to show appreciation.

For those staying with family, there could be an increase in expenditure not just for physical gift giving, but also to show appreciation in other ways. Gifts for spouses or hard-working mothers in the form of experiences, such as a day at the spa, or booking a professional from companies like Modern Maids Cleaning Service to take care of household jobs so as to make for a day off, or arranging travel plans (if possible), could be seen to increase during this time.

Last year, consumers under the age of 25 and those aged 35-44 (who likely have a spouse) planned to spend significantly more than other age groups, according to NRF. This year, the 25-34 age group is increasing their spend, and these shoppers are also the most likely to be planning gifts of higher dollar items like jewelry or electronics, according to NRF.

Physical gift-giving increased last year due to the pandemic’s social distancing restraints. Flowers and jewelry are classic choices, but electronics emerged as a popular gift choice to better connect with mothers virtually or make day-to-day living easier at home. Expect that trend to continue. This year, flowers are the most popular planned gift behind greeting cards. In fact, 1800-Flowers reported to eMarketer an increase in sending flowers “just because” over the pandemic as a way to connect with family and friends from afar.

 

Where the Money Is:

Age 25-34: These shoppers plan to spend $367.08 on average or $99 more than last year (NRF).

Top 6 Gifts Shoppers Plan to Give This Year (NRF)

  1. Greeting Cards
  2. Flowers
  3. Special Outing
  4. Gift Cards
  5. Clothing/Accessories
  6. Jewelry

Last Year’s Highest Spend (eMarketer)

  1. Jewelry: $5.27 Billion
  2. Special Outings: $4.07 Billion
  3. Consumer Electronics: $2.93 Billion
  4. Gift Cards: $2.87 Billion
  5. Flowers: $2.56 Billion

Men vs. Women:

  • 57% of men plan to buy a Mother’s Day gift for their mother or stepmother.
  • 46% of men plan to buy a Mother’s Day gift for their wife (compared to only 3% of women).
  • 62% of women plan to buy a Mother’s Day gift for their mother or stepmother.

 

Bidtellect’s Platform Data: Trends on Mother’s Day

In analyzing our platform data from May 1 through May 10, 2020 (mother’s day), Dynamic Goal Setting or multiple goal types consistently shows the highest ROI for advertisers.

  • Responsive Native CTR: 0.91%
  • Responsive Native Engagement Score: 7.5
  • Multiple Goal Types had highest spend, proving dynamic goal setting leads to greatest success and return on investment for advertisers.

 

The Takeaways

  1. Offer gift ideas for Moms, Wives, Stepmoms, and Grandmothers. If catering messaging to men, be sure to inspire them with gift ideas for their mothers and wives.
  2. Emphasize messaging to 25-35 year olds: they plan to spend the most and are the most comfortable wit shopping online.
  3. Social outings are in the plans: offer ideas for safe gatherings, and products and services to make that easier (picnics, groceries, outdoor gear).
  4. Expect some travel, especially within driving distance, to see mom.
  5. Utilize the Recommendation Widget Ad Type for highest click-throughs.
  6. Dynamic goal setting consistently shows highest performance.

 

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Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Tamanna Ghazvini!

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5 Tips to Make WFH Easier & More Productive

5 Tips to Make WFH Easier & More Productive

Working from home IS challenging but can benefit both you and your organization when done the right way. The pandemic has led to a huge shift in the way we all work, with many viewing this as an opprtunity to evaluate their life. It’s no secret that before the pandemic, most people worked too much and didn’t spend enough time with family. Now, people are finding that their priorities have changed – life is too short to dedicate it to a stressful job. With commuting out and dressing gowns in, millions of people are looking to move out of the city to a bigger house in the countryside. These wilmington homes for sale, for example, are catching the eyes of many workers looking for a new start as we adjust to this new way of life. Moving may seem like a drastic response, but it was only a matter of time before people started to evaluate their work/life balance anyway. Here are five tips that have helped me acclimate to WFH to be happier and more productive.

1. Get Dressed

Get ready every day! Getting ready as if you are going into the office helps get you in ‘work-mode!’ If you don’t want to dress up for work, you may wear your favourite Nicole Miller dress, or any dress, for that matter. Put on some makeup for a little extra oomph, then make your way into work gently.

Studies prove it: One paper in Social Psychological and Personality Science asked subjects to change into formal or casual clothing before cognitive tests. Wearing formal business attire increased abstract thinking-an important aspect of creativity and long-term strategizing. The experiments suggest the effect is related to feelings of power. (Scientific American)

2. Make a To-Do List

Making a daily to-do list keeps you on task and accountable for the things you need to accomplish that day. Even the act of writing out your tasks clears your head in the morning and brings anchoring and intention to your day. Plus, there’s nothing I find more satisfying than crossing things off my list!

Be kind to yourself and to your body and mind. Take time off when needed.

3. Schedule Breaks

Block time off on your calendar for lunch and short breaks. In fact, the most productive people schedule breaks. Studies have shown that the most productive people work for 52 minutes and then take a 17-minute break (similar to the Pomodoro Method). So shut that laptop off for a lunch break or walk around the block and get some Vitamin D! It’s easier to treat your work time like “a sprint” or with intense purpose when it will be broken up with a break, rather than a long unending “work time” with little definition or purpose.

4. Schedule Family/Personal Time

Many of us are juggling working from home along with supervising children “schooling” at home or living and taking care of other family members. For those juggling work and family life at home, still make time to spend quality time together. Cook dinner together. If you have always wanted to partake in herbs such as cannabis, research the Best Cannabis Concentrates and smoke some (provided it’s legally available where you live) on a day of relaxation. Go to that soccer practice or dance recital in the middle of the day. Your work isn’t going anywhere – it will be there when you get back! I find that it’s important to prioritize some of these life events so you don’t feel guilty for missing these important times in your kids’ life, which you will never get back. It also serves as stress-relief, and reminds you to build connections with your loved ones outside of just sitting in the same house or room with them.

5. Be Kind To Yourself

WFH typically means you work more hours: you’re not commuting, there’s no more water-cooler chatter, and you are likely not taking sick days anymore. Be kind to yourself and to your body and mind. This Private label CBD Gummy manufacturer produces CBD gummies which you may be interested in if you’re looking for something to help you de-stress. Treat yourself to hot baths and your favourite dessert every once in a while too! Take time off when needed. You will be more productive, happier, and more emotionally balanced to deal with challenging tasks or people in the long run if you do.

We hope these tips make your work from home or “WFH” experience more productive and enjoyable. Like anything, take it one day at a time and look for support from your friends, family, or coworkers when you need it.

Lysa Vincent Bidtellect

Lysa Vincent is Director of Account Management, West at Bidtellect

Read more: SPOTLIGHT: WOMEN AT BIDTELLECT Lysa Vincent

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Social Media is a marketer’s greatest blessing and darkest curse. Many businesses ask is Growthoid legit because they are looking to increase their social media presence, but great power comes great responsibility. More eyes on your social media means less room for mistakes, and many a business has come under the negative spotlight for publishing a post in poor taste. How can marketers avoid embarrassing “gaffes” or going viral for the wrong reasons? Are user-generated feeds even a risk even worth taking? Bidtellect CEO Lon Otremba weighs in on Forbes.

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Read: CIO Spotlight: Michael Conway, Chief Technology Officer of Bidtellect on the National CIO Review

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