We’re returning to the Flowers & Gifts category this Mother’s Day, looking at U.S. Google desktop text ad activity on 1,995 of the top non-branded Flowers & Gifts-related keywords based on Paid Search spend from April 1 through May 1, 2016.
More than two-thirds of consumers will purchase flowers for mom this Mother’s Day, totaling some $2.4 billion, according to the National Retail Federation.
With Mother’s Day almost here, AdGooroo decided to examine Paid Search activity in the Flowers & Gifts category during the first quarter of 2014, including the top advertisers in Desktop/Tablet Search, Mobile Search and Product Listing Ads, as well as the Top Flowers & Gifts keywords.
From Gregg Hamilton, SVP of Research & Analytics and Business Development at AdGooroo.
According to the National Retail Federation, consumers plan to spend $2.3 billion on flowers for Mother’s Day this year, making Mother’s Day the top holiday for flower purchases—even over Valentine’s Day at $1.9 billion.
What’s more, the NRF reports that nearly 3 in 10 Mother’s Day gift buyers will be heading to the Internet to make their purchase.
So how are paid search marketers in the Flowers & Mail Order Gifts category responding? If recent trends hold up, then 2013 will be the biggest year on record for paid search spending related to Mother’s Day. Advertisers in the Flowers & Gifts category spent $5.6 million on paid search in May 2010, $8 million in May 2011 and $9.4 million in May 2012, according to AdGooroo’s proprietary data collection and modeling. If this growth pattern continues, then paid search by advertisers in the Flowers & Mail Order Gifts category will exceed $11 million this month.