Now A $20 billion holiday in the U.S., Mother's Day-related searches start rising roughly a month in advance, though search habits vary by gift category.
Did you know that Mother’s Day ranks third in consumer spending after Christmas and Back-to-School among retail holidays in the U.S.? Last year, it edged out Valentine’s Day as consumers spent $20 billion on moms, daughters and other women in their lives, according to the National Retail Federation.In a new blog post, Brittney Thomas, vertical manager at Bing Ads, offers insights for search marketers prepping their Mother’s Day campaigns. One thing that’s clear is that all gift categories don’t act alike. Looking at Mother’s Day related search data across the Yahoo Bing Network, Bing Ads found searches for technology peak nearly a month ahead of the holiday, while gifts and flowers searches reach their highest levels the week before Mother’s Day.
Mobile Searches Surpass Desktop In Key Categories
On mobile, searches rose in the week of Mother’s Day as consumers
look for last-minute, local options, while PC and desktop searches taper
off.
While the mobile surge in the final week may not be surprising, it’s
striking how much mobile was a factor last year. Of the top three gift
searches — jewelry, cards and gifts, and flowers — only flowers had
higher search traffic on PC/tablets than mobile on the Yahoo Bing
Network.
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