Some 78% of all
Mother’s Day-related purchases occurred between May 5, and May 12, 2019, according to data released Tuesday.
The findings from NetElixir aggregate Mother’s Day searches tracking
500 million impressions from May 1 through May 12, 2019. NetElixir recorded and analyzed data from mobile and desktop separately to get a sense of the types of searches and transactions that were most
popular on each type of device.
Overall for Mother’s Day, sales ecommerce revenue rose 7% for the first 12 days in May compared with the year-ago time period. NetElixir said, however,
that the percentage increase in the amount shoppers spent was lower than anticipated.
Women spent 23% more than men in 2019, compared with the 25% increase in the amount they spent in
2018.
Purchases by women peaked on Monday, May 5. Purchases by men peaked on Thursday, May 9,, which shows a bit of procrastination on the part of men. The highest day for web sales
occurred on Thursday, May 9.
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Males ages 45 to 54 spent the most on gifts this year, compared with their woman counterparts who spent 21% in that age bracket. Males ages 35 to 44 spend the
second most, compared with their women counterparts who spent 23%.
Women ages 25 to 34 spent the most for their gender, compared with males at just 21%.
Purchases on mobile devices
rose 30% of the total in 2018 to 36% this year. About 67% of all searches were from mobile phones. While desktop purchase contribution dropped by 9% compared with Mother’s Day in 2018, the
conversion ratio rose by 2%.
Non-search channels contributed a similar search share such as paid-search percentage of last clicks. Some 34% of consumers went direct to the brands’ or the
retailers; website — up 5% compared with the prior year. Paid search garnered 23% of share, down 3% compared with last year.
Search engine optimization took 13% share, down 7%, compared with
last year. And email garnered 14% of sales, up 1% compared with last year.
Shopping and social channels averaged about 17%, down 1% from the year-ago date.