graphic showing montage of mother's day related retail items

How to Leverage Digital Marketing for Mother’s Day 2022

Mother’s Day 2022 is right around the corner! Now is the perfect time for marketers to dig into consumer behaviour, and put together a programmatic strategy that’s worth writing home to mum about!

Mother’s Day, which is sometimes called Mothering Sunday in the UK, recognizes mothers, motherhood, and maternal bonds in general. For millions of maternal figures across the world, it’s time for breakfast in bed, family gatherings, gifts, bouquets of flowers, and crayon scribbled I-Love-Yous.

As we approach Mother’s Day, here are a few things you need to know about consumer behaviour. Read on to learn important stats about consumers who are shopping for this annual occasion, and how you can leverage a digital strategy to reach them.

Who is Shopping for Mother’s Day 2022

We dug into the data in both the US and UK, so you don’t have to. You can use these insights to guide your Mother’s Day campaign planning, according to the region you’re in.

Mother’s Day shoppers in the US.

In 2021, 83% of Americans planned to celebrate Mother’s Day, and consumers planned on spending 28 billion US dollars on the occasion. This amount of spend has increased considerably over recent years, with consumers spending an extra 13.5 billion dollars on loved ones compared to 2010, when expenditure reached around 14.6 billion dollars. This works out to an average spend of $220.48 per person.

Unsurprisingly, the top three categories for spending are greeting cards, special outings, and flowers. In 2021, categories like jewelry and electronics also saw record levels of spending. According to 2021 data, 44% of Mother’s Day shoppers hoped to find a gift that’s unique or different, and 40% would like to find a gift that creates a special memory. Other goals are to find gifts that are convenient, and cost effective. 

The biggest Mother’s Day spenders in the US are Gen Z and millennials: Ninety-four percent of shoppers between the ages of 18 and 34 are planning to celebrate Mother’s Day, and 94% of shoppers ages 35-44.

Mothers Day shoppers in the UK.

Shoppers in the UK don’t just buy for their mothers and stepmothers. Thirty-five percent are buying for grandmothers, sisters, friends and even daughters. Partners said they will be spending an average of £15 on the mother of their children, while mothers-in-law are set to have £13 spent on them.

The biggest spenders on Mother’s Day are men aged 16-24, forking out an average of £30.39 on treats for mum. This demographic spends £8 more on Mother’s Day than the national average, whilst women of the same age spend just £22.09. The most popular Mother’s Day gift is flowers, with 48% of adults saying they would show their appreciation with a pretty bouquet. 

Reach Mother’s Day Shoppers Where They Are  

One major shift in consumer behaviour over the last two years has been the adoption of e-commerce. While the rise of e-commerce was in motion pre-pandemic, lockdowns and other pandemic restrictions meant many shoppers had no choice but to purchase online. 

E-commerce sales in the US grew by 32.4% between 2019 and 2020, and grew an estimated 16.1% between 2020 and 2021. According to eMarketer, total sales will reach an estimated $1.065 trillion next year.

The pandemic drove accelerated adoption of e-commerce in the UK as well. According to eMarketer, year-over-year growth between 2019 and 2020 was 46.5%, followed by strong growth of 20.5% in 2021. This pushed e-commerce sales to up to £185.22 billion.

While in-store shopping still has its place, the shift to e-commerce is here to stay. Consumers have recognized the benefits of online shopping—like quick delivery times, easy returns, and lots of payment options, like buy now, pay later. And in the last two years, those benefits have grown as brands adapt their offerings to make online purchasing as frictionless as possible. 

The rise of e-commerce has also shifted how consumers discover new products. Many turn to the internet to look for brands, services and products that they haven’t encountered before. These shifts in consumer behaviour mean that it’s more important than ever to be where consumers are: on digital marketing channels

Leverage a Multi-Channel Strategy

With multi-channel targeting, you’re able to reach users across different platforms and channels. You can run a campaign across two channels, like display and programmatic audio, or across more including video and connected TV (CTV). This strategy helps you to gain a larger reach by capturing users who are only on some channels. 

Using a mix of complementary channels increases the percentage of the total target audience that you can reach, and it helps you to craft a brand story throughout the entire customer journey. The goal is to make sure you’ve created a cohesive message across all of the included channels.

Then, you can leverage a retargeting strategy to deliver online ads to people based on their previous intent-based actions on the web. This is an important tactic for re-engaging users who have shown interest in your brand, and it helps to move them down the funnel toward a conversion. Through cross-channel retargeting, you can increase the likelihood that your messaging reaches your audience repeatedly. 

Capture Shoppers’ Attention in the Right Moments

Today’s contextual advertising uses machine learning and artificial intelligence (AI). This technology has made contextual advertising more effective than ever before. Modern contextual targeting is multi-channel and scalable, making it a reliable means for reaching your audience. 

Contextual advertising targets ads based on the environment in which the ad appears. Thanks to algorithms, ads are placed based on keywords, website content, and other metadata. This way, the ads are shown to users based on the content they are consuming at that moment in time. The benefit of this is that you’re able to reach users when they are in a receptive frame of mind.

For example, a restaurant brand could include phrases such as “activities with mom”, “Mother’s Day”, “brunch spots”, or “best restaurants” as target phrases in a contextual advertising campaign. This way, their ads would appear alongside articles that cover topics like “Activities for Mother’s Day.” 

Measure the Impact of Your Campaigns

Tracking the impact of your campaigns both online and offline is crucial because it enables you to measure the success of your efforts, and make in-flight adjustments. To measure the impact of your campaigns, make sure your demand-side platform (DSP) offers a solution for tracking measurement and attribution. 

By monitoring performance, you can figure out which touch points in your marketing funnel are generating the most value, and use that data to make informed budgetary decisions that will help to scale the profitability of your digital campaigns. 

You can also consider leveraging a brand lift study for your Mother’s Day campaign. A brand lift study measures the impact of your campaigns across programmatic channels. It helps to provide a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. 

You can leverage a brand lift study to measure the impact of upper funnel campaigns on your consumers’ perception of your brand, but it’s also effective when it comes to mid- to lower funnel campaigns, for measuring consideration or purchase intent. 

Reach Your Audience Online this Mother’s Day

Mum’s no longer the word! Knowing these four insights about Mother’s Day consumer behaviour will help you prepare your marketing strategy for this annual occasion. By leveraging a well informed digital strategy, you can reach shoppers who are ready to celebrate not just their moms, but wives, grandmothers, and other maternal figures!

Reach out to your StackAdapt Representative to learn more about how you can build an effective targeting strategy for Mother’s Day.

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