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How To Leverage eCommerce Revenues On Mother's Day 2022

How To Leverage eCommerce Revenues On Mother's Day 2022

With Mother's Day fast approaching, companies are starting to think about how they can connect with consumers.

The holiday is a great opportunity to leverage existing digital channels with the goal of creating more meaningful connections between brands and consumers. According to the National Retail Federation, Mother’s Day spending is expected to surpass $20 billion this year.

As we approach Mother’s Day, here are a few things you need to know about consumer behavior. 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?

Mother's Day Shoppers In US

In 2021, 83% of Americans celebrated Mother's Day, and consumers spent 28 billion US dollars on the occasion. This amount of spending has increased considerably over recent years, with consumers spend 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.

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.

Mother's Day In UK

In 2021, 35% of shoppers in the UK are buying presents not only for their mums but also for their 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.

Leverage your Digital Marketing for Mother's Day

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.

The ease and convenience of online shopping have been a boon to consumers who want to save money, avoid crowds, and find what they want when they want it. It's also a boon to marketers who can now collect data on their customers' buying habits like never before.

Use Multi-Channel Strategy to reach your customers wherever they are in their Mother's Day Buying cycle.

The other big shift is that people are taking their time to get back into a routine, which makes it even more important to create a seamless shopping experience across all channels.

Not only does this increase the percentage of your target audience that you can reach, but it also helps you craft a brand story throughout the entire customer journey.

The goal of using complementary channels is to make sure you've created a cohesive message across all of them. If you have a website, for example, and are using social media as well, make sure that both channels are saying the same thing in terms of tone and content. You want your customers to feel like they're getting the same information from both sources—and that they can trust both sources equally well!

Make sure your ads appear at times when they’re most likely to capture shoppers’ attention.

When you think about contextual advertising, you probably think of those old ads that pop up when you're looking at something on the internet. But 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.

Modern contextual targeting is multi-channel and scalable, making it a reliable means for reaching your audience.

Monitor the performance 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 supply-side platform (SSP) offers a solution for tracking measurement and attribution. Here are a few ways you can use tracking to improve the performance of your digital campaigns:

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.

By identifying where audiences are responding best to various messaging, you can improve your overall messaging strategy.

By evaluating how different audiences respond to various creative elements, you can optimize and refine those creatives over time.

Make a buzz online this Mother's Day

The Mother’s Day consumer is driven by special occasions and emotional connections. The digital channel is giving them the tools to make it easier for everyone to give and get the experience desired. With digital media at your fingertips, you have the opportunity to engage with customers in a way that builds upon the emotional experience she needs.

Speak with an Adlive specialist to build a targeting strategy for Mother's Day.