Celebrating Mom: Shoppers Eying Ads to Find that Gift

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She deserves the perfect gift. But finding it is harder than it sounds. Thankfully, a plethora of advertisers are ready to help consumers make that important choice for this year’s special day. 

And the good news for marketers is, a recent study says consumers will be looking to ads to help them make up their minds. In fact, according to the study released by media agency, NP Digital, 44 percent of shoppers will rely on advertising to figure out what to buy for Mom.

The data sheds light on details like how Americans plan to celebrate Mother’s day, what are their advertising preferences, what price point they’re looking for, and other specifics of their shopping behavior. 

It seems people still love moms, and the Mother’s Day tradition is firmly holding its own. NP Digital’s study analyzed an independent sample of posts across Twitter, Reddit and TikTok in the US last year. With 11.5 million people surveyed, a whopping 96 percent said they intend to celebrate their moms. 

How are they planning to spend the big day? Survey participants intend to give gifts and plan family gatherings. Others will make a phone call to Mom, and 20 percent will send greeting cards. 

Age demographics, not surprisingly, play a role in shaping Mother’s Day activities. Baby Boomers are by far the largest group planning to celebrate Mom with gifts (51 percent). This contrasts with 22 percent of millennials, 14 percent of Gen X, and 13 percent of Gen Z.

And where are these shoppers looking to find that special gift? Amazon bodes well for the holiday, with 75 percent of respondents planning to shop there. Even better for vendors, a whopping 92 percent plan to spend more on Mother’s Day gifts this year than they did last year.

Just what will people buy for Mom? Twenty two percent said fragrances, 20 percent will give her flowers, 10 percent are looking for something fashionable, and another 10 percent have their eye on home goods. Only 7.6 percent of consumers are considering beauty products and fewer than 6 percent are shopping for jewelry.

Putting those Mother’s Day sales out there is still a good idea. Nearly a third of shoppers are waiting for those deals to be offered before making their purchase. Four percent of shoppers admitted they’ll wait until the last minute to get something.

How much will consumers spend for Mom this year? What sort of emotional connection best gets their attention? To find out these answers and shape your Mother’s Day campaign to best attract shoppers, keep reading here.

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