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2014 marks the 100th anniversary of Mother’s Day, the 3rd largest retail holiday – and a tremendous opportunity for search marketers. Did you know that Woodrow Wilson signed a bill in 1914 to recognize Mother’s Day as a national holiday? Bing connects advertisers to customers when they’re actively looking for Mother’s Day gifts and information. Check out the Bing Ads insights for Mother’s Day seasonal trends and consumer behavior as you prepare for your sweetest Mother’s Day yet. Learn more about our products at http://blog.bingads.com
Citation preview
Mother’s DayInsights for
digital marketers
Source: Mother’s Day Fast Facts, CNN Library, September 6, 2013
This year marks the
100th anniversary of
Mother’s Day.
In 1914, President Woodrow Wilson signed a bill
recognizing Mother’s Day as a national holiday.
In 2013, Mother’s Day spending rose 11.3% to nearly $20.7 billion.
Mother’s Day is the 3rd largest retail holiday behind the winter holiday season and back-to-school.
Source: NRF, Consumers Intentions and Actions Survey, 2013
87% of people plan to celebrate Mother’s Day
Source: 1NRF, Consumers Intentions and Actions Survey, 2013; 2Mother’s Day Fast Facts, CNN Library, September 6, 2013
And spend more money each year on the 84.5 Million
mothers in the United States.2
Half of people spend less than $100 on Mother’s Day
Source: PriceGrabber, 2013 Mother’s Day Survey, May 2013
52%
Less than
$100
23%
$100-$250
12%
More than
$250
13%
No budget
in mind
How much do consumers plan to spend on Mother’s Day gifts?
Source: NRF, Consumers Intentions and Actions Survey, 2013
Source: NRF, 1Consumers Intentions and Actions Survey, 2013. 2Flowerdeliverexpress.com and Yahoo research, 2013
While people aged 25-34 with parents 55+ spend most1,daughters make up the majority of the gift givers.2
Mother’s Day gifts people plan to purchase:
Percent Mother’s Day gift
81% Greeting Cards
68% Flowers
55.3% Special outing (i.e. dinner or brunch)
41.5% Gift cards / certificates
34.4% Jewelry
33.3% Clothing or clothing accessories
20.3% Personal service (i.e. spa day, facial, massage)
20.3% Housewares or gardening tools
22.2% Books or CDs
14.1% Consumer electronics
Source: NRF, Consumers Intentions and Actions Survey, 2013 | (Sum may be greater than 100% as responders can select more than one answer)
Source: NRF, Consumers Intentions and Actions Survey, 2013; PriceGrabber Mother’s Day Survey, 2013
Consumer electronics spend grew 44% from 2012, hitting $2.3 billion and putting it on par with Mother’s Day flowers spend.
46%
27%
20%
13%
11%
tablet
smartphone
computer
camera
e-reader
Top tech gifts purchased for Mother’s Day:
Mothers that people plan to shop for:
65%
22%
11%
8%
8%
8%
2%
Mom or Stepmom
Wife
Daughter
Grandmother
Sister
Friend
Godmother
Source: NRF, Consumers Intentions and Actions Survey, 2013 | (Sum may be greater than 100% as responders can select more than one answer)
Shoppers prefer bricks over clicks
Source: NRF, Consumers Intentions and Actions Survey, 2013 | (Sum may be greater than 100% as responders can select more than one answer)
*Greeting Card/Gift Store, Florist, Jeweler, Electronics Store
Where people planned to buy Mother’s Day gifts
36.6%34.4%
29.1% 28.5%
8.9%
3.0%
Specialty
Store*
Department
Store
Discount
Store
Online Specialty
Clothing
Store
Catalog
2/3U.S. shoppers will look to boutiques and small retailers for Mother'sDay gifts
84%Americans feel
that gifts
available at
boutiques and
small retailers
are more unique
and personal
64%Americans
surveyed
felt that gifts
available
at boutiques are
better quality
Source: FedEx Survey, April 2012
Source: NRF, Consumers Intentions and Actions Survey, 2013.
How smartphone owners will use their device How tablet owners will use their device
Source: NRF, Consumers Intentions and Actions Survey, 2013
Tablet owners research and purchase Mother’s Day gifts more often than smartphone users.
Procrastination fuels mobile device interaction
Compared to Google, the Yahoo Bing Network Audience is:
11% more likely to have bought flowers online in the last 6 months
11%more likely to have searched for flowers online in the last 6 months
Source: comScore Plan Metrix, US, April 2013, custom measure created using comScore indices and duplication. April 2013 data was used to reflect the
month prior to Mother’s Day.
Mom is becoming more tech Savvy
Tablet ownership among parents and working mothers with minor children living at home, rose from 26% in April 2012 to 50% inMay 2013.1
64 percent of women said they would choose a digital camera over half-carat diamond stud earrings.2
Women’s interest in technology products is on the rise, with 42 percent expressing interest in consumer electronics.2
Source: 1. Pew Research Center’s Internet & American Life Project , 2011 – 2013 tracking surveys. 2. Consumer Electronics Association survey, 2012
”We are surprised at the pre-Mother’s Day sales lift that Amazon has seen in its consumer electronics category in the last couple of years”
-Amazon vice president of merchandising Frank Sadowsky
Compared to Google, the Yahoo Bing Network Audience is:
more likely to have bought a digital/e-book reader
(e.g. Kindle/iPad) online in the last 6 months
more likely to have searched for a personal electronic product online
in the last 6 months
17%
7%
Source: comScore Plan Metrix, US, April 2013, custom measure created using comScore indices
and duplication. April 2013 data was used to reflect the month prior to Mother’s Day.
Source: Microsoft Internal Data Analysis: May 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets.
In May 2013, we saw…
Search Terms %
flowers 47%
florists 24%
florist 8%
flower 7%
flower delivery 4%
flowers com 3%
flower shops 2%
flower shop 1%
flowers delivery 1%
send flowers 1%
flower arrangements 1%
flowers online 1%
mother day flowers 1%
flowers mother day 1%
cheap flowers 1%
Flowers Search Terms %
mother day gift ideas 44%
mother day ideas 17%
gift ideas mom 16%
mother day gift baskets 7%
best gifts mom 4%
great gifts women 3%
mother day gift basket 3%
mother day baskets 3%
mother day specials 2%
mom gift ideas 1%
mother day special 1%
Deals Search terms %
mother day 48%
mother day gifts 14%
mother day poems 14%
gifts mom 10%
gifts her 5%
mother day gift 2%
mothers day 1%
gift mom 1%
mom gifts 1%
best mother day gifts 1%
unique mother day gifts 1%
mother day greetings 1%
unique gifts her 1%
gifts moms 1%
mother day presents 1%
General Mother’s Day
. Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014
1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep 1-Oct 1-Nov 1-Dec
Top performing Mother’s Day categories in 2013
deals flowers General
General Mother’s Day searches and deals saw
a 600%+ lift in searches during the month of May 2013
Mother’s Day Flowers searches by device
Hi-Fi Mobile
PC
Tablet
Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets.
Mother’s Day Deals searchers by device
Hi-Fi Mobile
PC
Tablet
In 2013,
smartphone
searches for
Mother’s Day
were almost
1/3 of PC.
While the cost-
per-click was
the lowest. $0
$1
$2
General Mother’s Day searches cost-per-click
Hi-Fi Mobile
PC
Tablet
General Mother’s Day searches
Hi-Fi Mobile
PC
Tablet
Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi
Phones, but not Tablets
deals flowers General
Cost-per-click comparison
2012 to 2013
+23%+11% +14%
deals flowers General
Click-through rate comparison
2012 to 2013
+65%+45% +68%
Click-through rates
improved for
Flowers, Deals and
general Mother’s
Day keyword
categories from
2012 to 2013.
Source: Microsoft Internal Data Analysis: 2013, Owned & Operated, US; Mobile
includes: Lo Fi Phones and HiFi Phones, but not Tablets
Let Bing Ads’
ad copy research
help you capture
your Mother’s
Day searchers.
Here’s how to read a heatmap
Ad description
Ad titl
e
Great Good Insufficient dataPoor
Air
Airfa
res
Airlin
e B
rand
Airlin
es
Bo
ok
Call
to A
ctio
n
City
Deals
Dest
inatio
ns
Dis
count
Fare
s
Find
Flig
hts
Fly
Guara
nte
ed
Hug
e/B
ig
Low
est
No
nst
op
No
w
Off
ers
Off
icia
l Site
Onlin
e
Price
s
Save
Tic
kets
To
day
Tra
dem
ark
Tra
vel
Web
site
Yo
ur
Air
Airfares
Airline Brand
Airlines
Area
Book
Call to Action
City
Deals
Discount
Fares
Find
Flights
Fly
Lowest
Nonstop
Official Site
Online
Save
Tickets
Trademark
Travel
Website
Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.
Consumer Electronics
Black
Friday
Bran
d
Call to
A
ction
Cele
brity
Cyb
er
Monday
Free
Free
Ship
pin
g
Gift
In-S
tore
Picku
p
New
Now
Official
Site
Onlin
e
Price
/ Pricin
g
Pro
duct
Pro
mo
Purch
ase
Quality
Reso
urce
Service
Style
/ Kin
d
Valu
e
Oth
er
Word
s
Black Friday
Brand
Call to Action
Celebrity
Cyber Monday
Free Shipping
Gift
New
Now
Official Site
Online
Price/ Pricing
Product
Promotion
Purchase
Quality
Resource
Service
Style/ Kind
Other WordsA
d T
itle
Great Poor Insufficient dataGood Ad Description
Consumer Electronics: Top word combos
Mobile
TITLE DESCRIPTION
Price/pricing Product
Brand Resource
Price/pricing Free shipping
Resource Free shipping
Product Service
Resource Service
Brand Price/pricing
Price/pricing Quality
Tablet
TITLE DESCRIPTION
No variable In-store pickup
Official site Product
Purchase No variable
Brand In-store pickup
PC
TITLE DESCRIPTION
New Promotion
No
variable
In-store pickup
Brand In-store pickup
Online Quality
New In-store pickup
Flowers / Candy / GiftsA
d T
itle
% O
ff
Bra
nd
Call to
A
ction
Clo
thin
g
Cre
ate
{KeyW
ord
}
Fo
od
Fre
e
Fre
e
Sh
ipp
ing
Gift(s)
Ho
liday
No
w
On
line
Price
Pro
du
ct
Pro
fessio
n
Pro
mo
tion
Pu
rchase
Qu
ality
Serv
ice
Sty
le/K
ind
Valu
e
Web
Oth
er
Wo
rds
% Off
Brand
Call to Action
Clothing
Create
{KeyWord}
Food
Free
Free Shipping
Gift(s)
Holiday
Now
Online
Price
Product
Profession
Promotion
Purchase
Quality
Service
Style/Kind
Value
Web
Other Words
Great Poor Insufficient dataGood Ad Description
Flowers/Candy/Gifts: Top word combos
Mobile
TITLE DESCRIPTION
Product Food
Product Quality
Product Gift(s)
Style/kind Product
Gift(s) Product
Tablet
TITLE DESCRIPTION
Gift(s) Now
Gift(s) Product
Gift(s) Value
Gift(s) Brand
DKI Value
PC
TITLE DESCRIPTION
Call to action Now
Promotion NoVar
Service Gift(s)
DKI Create
NoVar Value
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