Mother's Day is right around the corner, creeping up on both consumers and brands alike. And even though, year after year, the majority of presents are bought super last minute, spending on Mom increases A LOT year after year.

And why shouldn't it? If there’s one thing the whole world has learned in the past year it’s that moms are both our weights in gold. Two million moms left the workforce last year to be mom. Many more moms have spent the last year balancing being mom and co-worker and teaching assistant simultaneously, 5 days a week. Grueling work. So, this Mother’s Day - like last Mother’s Day - spending on Mom is as high as its ever been.

Your Guide to the Business of Mother's Day

Courtesy of: The Shelf

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Mom's are getting more and more monetary love each year.

There are 2 billion mothers around the world, and more than 80 million in the U.S. alone.

Mother’s Day makes its rounds in more than 50 countries around the world, and this year, 8 in 10 Americans are planning to celebrate. Spending on Mom will reach $28.1B in the U.S. this year, making Mother’s Day the 3rd biggest retail holiday, after Christmas and the Back-to-School shopping season.

Shoppers are buying gifts for more than just their own moms.

If there’s such a thing as the Mother’s Day spirit, shoppers certainly have it because they don’t limit their gift-giving to their own moms. 62% of Mother’s Day shoppers will, in fact, hunting down unique gifts for their mothers and stepmothers. But…

46% are shopping for wives

13% are shopping for daughters

11% shop for other relatives

8% will hit the stores searching for something for their sister

7% will get a gift for Grandma

6% will get something for a friend, and

2% will get godmother

We’re spending a liiiiiiittle less on dads though.

47% of Moms say that Dads should buy them a gift, and dads are coming around. In fact, this year, the percentage of spouses buying Mother’s Day gifts for their wives has nearly doubled from 24% five years ago to 46% today. So… mission accomplished, Mom! Expect around 86% of us to celebrate Mother’s Day and 75% to celebrate Father’s Day.

And you know how we said $28.1 billion would be spent on Mother’s Day this year? Well, that’s more than $200 per celebrant while Father’s Day spending will average $50 to $60 less per person.

A few of the more interesting shopping trends…

Since last year, more Mother’s Day shoppers have been planning to gift more moms subscription boxes, including 35% of the shoppers for this year. Another popular category right now is special outings, which is expected to outpace gift cards for the first time and rank as the third most popular gift.

This year, half of all Mother’s Day shopping will happen on smartphones! And 62% of those shopping for the moms in their lives will be checking Amazon for deals.

Half of people are shopping in-store, too. Capitalize on the procrastinators!

In the last few days before Mother’s Day, in-store shoppers will be heading out to buy gifts. Don’t miss an opportunity to market to them. They may be buying gifts in stores, but they’re doing a bunch of research online, too. So don’t forget to target shoppers with paid ads, Reels, Pinterest, and other platforms where consumers love to find cool ideas for Mom.

Here’s how to grab the attention of those last-minute shoppers...

PPC Campaigns : Mother’s Day clicks don’t start rolling in until the last week, so reserve enough budget for that last big push. Include keywords to target stepmoms, grandmothers, aunts, sisters, wives, friends, and daughters. -- Search Engine Journal

Ads : The highest conversions are in clothing and accessories. Ensure you’re reaching the right audience in your vertical by including Mother’s Day-specific CTA’s.

User Generated Content : Feature UGC of influencers (or consumers) directly on your site and social media. UGC is highly effective in driving conversions and is a great way to showcase new styles and products.

Pinterest : Pinterest is the top-ranking social network for Mother’s Day searches. Out of 65% of the 275 keywords, Pinterest ranks in positions 1-5 on search engines. Enlist influential mommy bloggers to curate gift guides with their favorite gift items from your brand. -- Your Digital Retail

Instagram Takeover: Run an Instagram takeover with an influential mommy blogger leading up to or during Mother’s Day. Allow her to curate her favorite mommy gift items from your brand and run a giveaway at the end to get engagement flowing on your account.