How to Capitalize on Mother’s Day Budgets

by Loren Sloan April 29, 2016   /   One-to-One Marketing
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Mother’s Day is around the corner, and while many mothers insist that all they want is a card, Americans don’t appear to be listening. Mother’s Day is the third-largest retail holiday in the U.S. (according to the National Retail Federation), generating $21.2 billion in sales in the US in 2015, netting out to Americans spending an average of $173 on Mother’s Day gifts. That figure is expected to grow in 2016 with total spending projected to exceed $22 billion.

The effects are even more dramatic in digital. According to an IBM Digital Analytics Benchmark report, Mothers Day-related web sales increased approximately 15% in 2015 YoY. In the week leading up to Mother’s Day (May 4-10 in 2014, and May 3-9 last year), consumers in the US increased their online apparel spending by 25.1% and online spending with department stores by 19.3% YoY. Additionally, over 1/3 of shoppers used their smartphones to find mom a gift in 2015 and mobile sales increased approximately 43%, accounting for 24.4% of online sales during the period.

So, how can you as a marketer best capitalize on this lucrative and highly condensed shopping period? You need finely tuned Mother’s Day campaigns calculated to impact consumer purchasing decisions for both past customers and new prospects. These are just the types of campaigns we are currently working on for many of our retail clients. We want to maximize return on their ad spend by not only developing the right audience to target, but by ensuring their messages are delivered to those audience members on the right devices and at the right times.

To this end, our Audience Insights team has compiled a targeted Mother’s Day Purchasers Audience from our 160 million cross-device profiles. This audience is comprised of the 19.4 million in-market consumers most likely to make Mother’s Day purchases. This pool will continue to grow as the holiday draws closer with increased Mother’s Day-related consumer activity providing additional data points we can use to identify and add even more high-value prospects.  

Additional targeting tools can be layered onto this audience to further enhance the precision of your campaign. Why message a converted Mother’s Day buyer when you know they won’t be a repeat purchaser during the campaign period? Conversant proactively runs buyer suppression media rules to maximize the impact of your ad dollars. These suppression rules could include (but are not limited to) device type, time of day and site content, among others.

Curious if your mobile advertising is driving in-store traffic? Conversant can measure in-store traffic driven from your mobile advertising enabling you to further attribute your online dollars to Mother’s Day sales driven in-store. We can also provide attribution data on store visits, store conversion rate, cost per store visit, lift vs. panel & more.

If you would like to learn more about our Audience Insights and custom media targeting, email us at campaignsolutions@conversantmedia.com.

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