It’s Time to Start Planning for Mother’s Day

It may only be February, but marketers are already hard at work planning Mother’s Day campaigns. That should come as no surprise—we love our moms! But it’s also the third-largest retail holiday in the US with over $25 billion in annual spending. To assist brands in reaching consumers ahead of the second Sunday in May, we dug into Quotient’s internal data to uncover some of the top historical Mother’s Day trends. Keep reading to uncover the insights.

Digging in to Mother’s Day Data

Our data reveals shoppers begin searching for Mother’s Day ideas as early as mid-March, and related topics continue to trend through to Mother’s Day, which will be celebrated on May 8 this year. For advertisers, this extended selling season means it’s crucial to get ahead of the competition early with a variety of targeted campaigns that stretch across the full omnichannel marketing funnel. In fact, 29% of Americans will buy their Mother’s Day gifts online, and more than 40% of purchases take advantage of price cuts or coupons. Combining channels like sponsored search and promotions amplified by media is one way for advertisers to reach this audience.

Advertisers can also capitalize on Quotient’s exclusive consumer spending, location intelligence and purchase intent data with an omnichannel digital strategy that targets consumers at multiple touchpoints during the Mother’s Day drive period. Below are some of the top historical Mother’s Day trends that we think people will be searching for this spring.