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)
- Greeting Cards
- Special Outing
- Gift Cards
Last Year’s Highest Spend (eMarketer)
- Jewelry: $5.27 Billion
- Special Outings: $4.07 Billion
- Consumer Electronics: $2.93 Billion
- Gift Cards: $2.87 Billion
- 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.
- 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.
- Emphasize messaging to 25-35 year olds: they plan to spend the most and are the most comfortable wit shopping online.
- Social outings are in the plans: offer ideas for safe gatherings, and products and services to make that easier (picnics, groceries, outdoor gear).
- Expect some travel, especially within driving distance, to see mom.
- Utilize the Recommendation Widget Ad Type for highest click-throughs.
- Dynamic goal setting consistently shows highest performance.
Charlotte Otremba is the Director of Communications & Marketing at Bidtellect