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The Drum Digital Transformation Festival launch

Gordon Young
Editor-in-chief at The Drum

Shoppers spend a million hours searching for Mother's Day gifts online

Rakuten Linkshare has revealed that one million hours will be spent online shopping for Mother’s Day gifts, according to research from Experian Hitwise.

Shoppers spend one million hours looking for Mother's Day gifts

The research also showed a three per cent increase in order value from 2011 to 2012, a trend which is likely to continue, showing that we are spending more on our mums.

Mark Haviland, MD of CPA network at Rakuten Linkshare commented: “[Mum’s] mean valuable business for online retailers. There are so many opportunities for brands to tap into gift giving as shoppers hunt for inspiration and presents for their loved one.”

In 2012, Rakuten Linkshare saw sales spikes in fashion, luxury and jewellery, with sales of flowers rising significantly in the week leading up to Mother’s Day. Haviland explains that with shoppers seeking out these particular items retailers should use these items to “engage with consumers through dynamic ads and eye catching product curation”.

He adds: “Understanding your customers and giving them what they want makes their shopping experience personal, and advertising the seasonal products customers are looking for makes them much more inclined to buy.”

According to Haviland Mother’s Day is also a prime opportunity to take advantage of “timely and location based offers”.

“Our research shows that most shoppers purchase for their mums during the week leading up to Mother’s Day, with sales peaking on the Monday or Tuesday before. Working with publishers, brands can provide timely offers for relevant products to tie into this ongoing trend,” said Haviland.

Earlier this Hitwise revealed that 11 per cent of all searches for Mother’s day online included the word ‘when’, so for any of you who have forgotten Mother’s Day is this Sunday (10 March).

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