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

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Airlin

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dem

ark

Tra

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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

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d

Call to

A

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Cele

brity

Cyb

er

Monday

Free

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Ship

pin

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Purch

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Quality

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urce

Service

Style

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d

Valu

e

Oth

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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

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Official site Product

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Brand In-store pickup

PC

TITLE DESCRIPTION

New Promotion

No

variable

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Brand In-store pickup

Online Quality

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TITLE DESCRIPTION

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Gift(s) Value

Gift(s) Brand

DKI Value

PC

TITLE DESCRIPTION

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Promotion NoVar

Service Gift(s)

DKI Create

NoVar Value

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