Retail Sales Swell for Mother's Day (Australia Edition)

Mother’s Day

Insights for digital marketers

(Australia)

Last year, consumers spent nearly $1.4 billionon Mother’s Day – making Mother’s Day the 3rd largest retail holiday.

Source: IBIS World , April 29, 2014

That’s $61 planned per shopper

Lucky mum.

Source: IBIS World , April 29, 2014

It’s not just gifts for Mum

Consumers are shopping for more people than you’d think

23%Wife

10%Other relative

9%Daughter

8%Sister

64% Mother or Stepmother

7%Grandmother

Source: Mother’s Day Overview, Retail Insights Center, April 2014

6%Friend

Shoppers are wrapping up a variety of gifts this Mother’s Day, from the classics to experiences

26%Special outing (brunch or dinner)

10% Special piece of jewellery

17%Flowers

11%Cosmetics/Perfume

11%Gift card or gift certificate

11%

Pampering (spa, facial, massage)

Source: IBIS World , April 29, 2014

Perennials: Favorite Gift Categories over the years stay consistent although spend is increasing

Source: IBIS World , April 29, 2014

$137M was spent on gift cards

Technology purchases were up

4.7% year over year

Cafe & Restaurants accounted for

approximately 21% of spend

7

Sorry, dads.

Search spend

for Mother’s

Day in 2014 was

2x higher than

Father’s Day.

Tip: Increase your spend

for Mother’s Day instead

of splitting your budget

evenly between holidays.

Source: IBIS World , April 29, 2014

Timing is everything for Mother’s Day gifts

.

Source: Yahoo Bin

Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories

*does not include branded terms or terms within ‘Tech’ category

Flower shops start advertising a month in advance and more heavily a week before.

0

1000

2000

3000

4000

5000

6000

29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day

Flowers Florist Mothers Day Gifts Happy Mothers Day

0

1000

2000

3000

4000

5000

6000

29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day

Flowers/Candies Beauty and Personal Jewllery Kitchen House ware

.Source: Yahoo Bin

Source: Microsoft internal data March 2014 – May 2014, top 10 queries in selected categories

*does not include branded terms or terms within ‘Tech’ category

Fashion jewellery retailers start advertising a month in advance.

Source: Microsoft internal data March 2014 – May 2014

Start campaigns a month in advance to catch the shoppers starting to research a tech-savvy gift for Mum. Clicks peak almost a month in advance to Mother’s Day.

0

1000

2000

3000

4000

5000

6000

29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day

Flowers/Gifts Tech

. Source: Microsoft internal data March 2014 – May 2014

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May Mothers Day

Flowers Deals Shipping

“Flowers“

increase here

“Shipping“

increase here“Deals/sales“

increase here

Mother’s

DayOne week

prior

Two weeks

prior

Three weeks

prior

Four weeks

prior

Five weeks

priorSix weeks

prior

Making sure your Mother’s Day campaign resonates

Our study results show that a Home & Garden ad with the following title and words in the description performed the best

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Top 5 Performing Ad Titles & Copy Descriptions

Our study results show that a jewellery ad with the following title and words in the description performed well

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Top 5 Performing Ad Titles & Copy Descriptions

Our study results show that a Flowers/Gifts/Cards ad with the following title and words in the description performed well

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Top 5 Performing Ad Titles & Copy Descriptions

Our study results show that a Consumer Electronics ad with the following title and words in the description performed well

Source: comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication.

April data was used to reflect the month prior to Mother’s Day.

Top 5 Performing Ad Titles & Copy Descriptions

jewellery shopping

Keyword Recommendations

Flowers Online Home Sale

Need more info? Please contact your account manager for further assistance.

* Australian consumers will spend $791.4 million on February 14 - up 1.8 per cent from 2014, according to research company IBISWorld.

Flowersjewellery Home & Garden

jewellery Online

Jewelers

jewellery

Pearls

earrings

rings

Gemstones

Diamond Rings

tanzanite

Florist Online

Flower Delivery

gifts

Flowers Delivery

Flowers Delivered

Online Florist

Flowers Online

Flower

Garden Pots

Garden Ornaments

Gardening

Garden ideas

Garden supplies

Garden edging ideas

Garden Decor

Home Garden

Sitelink Extensions

Improve click-

through rate (CTR)

and conversions by

providing direct

access to site content

and purchase pages.

25-35%

Location Extensions

Drive more in-store

conversions with store

locator, click-to-call,

merchant ratings, and

click-to-direction.

10-15%

lift in click-through-rates seen by most customers

Call Extensions

Connect customers

quickly to your

business with

click-to-call.

10-15%

Source: Microsoft 2014 internal data

Enhanced Sitelink Extensions

Create a bigger and bolder

ad by adding up to two lines

of descriptive text under your

Sitelink Extension.

10-15%

lift in click-through-rates seen by most customers

lift in click-through-rates seen by most customers

lift in click-through-rates seen by most customers in addition to the 25-35% lift received with Sitelink Extensions

Reach even more relevant customers by using existing Ad Extensions in addition to App Extensions.

Interested to know more about what works?

Contact your Account Manager to

view the Ad Performance

Heatmap for your Mother’s Day

campaign