by Laurie Sullivan
Analysis of purchasing and search behavior around Mother’s Day from NetElixir found that consumers between the ages of 25 and 34 spent the most on presents to celebrate the holiday. Women spent 30% more than men on their gifts this year, up from 25% last year.
About 80% of all Mother's Day gift purchases occurred between May 7 and May 13, with May 10 as the biggest shopping day. Consumers in 2018 spent 11% less, however, compared with 2017.
Mobile accounted for 43% of all search queries and 31% of all search orders among NetElixir customers. This was up from 41% of all search queries in 2017 and 30% of all search orders. The amount that consumers spent on presents as Mother’s Day approached rose on mobile devices by 70%.
Location searches rose from 23% of all search queries in 2017 to 30% of all search queries in 2018. This was primarily driven by mobile.
Popular queries included "flowers for mother's day" and "mothers day flowers." NetElixir analysis points to the query "mothers day flower delivery" as being one of the more unusual this year, because it had a significantly higher volume in 2018 versus that of 2017.
For every six hours that NetElixir was recording the data and was taking necessary actions in the paid-search channel across the entire period of May 1 through May 13, 2018. The data -- 37.2 million impressions from the retail vertical such as flowers and gifting -- was gathered separately for mobile and desktop.