Finding new and unique ways to celebrate mom on Mother’s Day can feel like a lot of pressure. We want to show our gratitude, but often feel like we’re coming up short. Many people turn to Pinterest for fresh ideas to make mom feel special. Altogether, 33 million Pinners have saved 252 million Mother’s Day related Pins.1
There are two sides to this equation: Mom herself, and the people shopping for a gift. Roughly 70% of US moms are active on Pinterest,2 where they spend an average of 124 minutes per month.3 Pinterest is where moms search for and save the things they want to buy, see, do and explore. That means that scanning Mom’s Pinterest boards can give people a pretty good sense of what’s on her mind—the perfect intel for a meaningful gift or celebration.
Start your campaigns early
Mother’s Day searches and saves begin to climb mid-March and we encourage brands to start their campaigns then. Activity continues to build all the way to the big day. What people save varies over time, so we recommend a multi-stage marketing plan.
People planning ahead tend to look for experience-related Pins to design the perfect day. For your early campaigns, we suggest showcasing more involved, DIY-lite projects, like hosting mom for brunch or planning a day-long road trip. We also see a lot of searches for things like “activities,” “projects” and “gift baskets.” Consider how your brand’s campaign can contribute to creating these unique gifting experiences.
But not everyone plans ahead. In fact, one in five children forget to celebrate mom altogether!4 In the last couple weeks before Mother’s Day, people start looking for more turnkey, easy-to-purchase presents. At that point, your strategy should highlight simple, thoughtful and beautiful gifts. Examples include home decor, wall art, at-home spa kits and apparel or accessories.
Tailor your targeting
The right targeting can also help you reach Mother’s Day shoppers. Try targeting interests like “travel,” “photography,” “gardening,” “beauty,” “style” and “home décor.” You should also try these keywords: “mothers day,” “mothers day gifts,” “mothers day crafts,” “mothers day quotes,” “mothers day crafts for kids” and “happy mothers day.”
For more creative inspiration, check out our Mother’s Day board.
—Brad Spychalski, saving to my mom(s)
1. Pinterest analysis, 2016; 2. comScore, Jan 2017; 3. Pinterest analysis, 2016; 4. Harris Interactive/Skype consumer study, 2013