Commentary

Happy Mother's Day Data -- What's Different This Year?

Did you buy something for mom this year? My daughter got pretty creative when it came to purchasing a gift for her grandmother. She gathered family pictures and had a blanket made. For my mom, I ordered a lunch from a nearby tea house that will be delivered on Sunday, since I couldn't be there in person. I finally convinced her to use a video conferencing tool, so we could visit online. 

With shelter-in-place orders and being a few states away, it took some creative thinking to make sure she would feel extra special on Mother's Day. 

What Did Others Search For?

I wanted to know what others were thinking, so I asked Kantar to run some data. Analysts ran 23 Mother’s Day keywords across Google Search in the U.S. on desktop from April 15 through May 6, including “mothers day,” “mothers day gifts,” “gifts for mom,” “mothers day idea.” and “best mothers day gifts.”

Kantar ranked the top 10 advertisers based on their share of total clicks such as click-share percentage on product listing ads and text ads displaying for the 23 keywords.

Bradford Exchange led in product listing ads with a 10.8% click share, followed by Etsy at 7.6% click share, and Coach Outlet with 6.1% click share.

Within text ads, Uncommon Goods ranked first with a 10.3% click share, followed by 1800Flowers with 9.2% click share, and Things Remembered with 7.8% click share.

What Changed? 

For the most part, paid-search advertising on Mother’s Day keywords this year is similar to previous years in terms of the types of advertisers Kantar saw at the top of the list, including personalized gift companies -- Bradford Exchange, Uncommon Goods, Things Remembered -- and flowers and gift basket companies 1800Flowers.com, Edible Arrangements, Harry & David, FTD.

Etsy, the online marketplace for handmade items, also ranked with 7.6% for product listing ads and 4% for text ad click share on Mother’s Day keywords.

Humor was the biggest difference this year in prevalence among gifts. Within product listing ads, Etsy, Not the Worst Gift and Zazzle each featured gifts that attempt to provide a smile with humorous references to the quarantine and/or politics.

For all the moms out there, enjoy your day. 

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