Mother’s Day &

Father's Day Start Now

ngoanh@
brandonthanh@
Agenda
Why you should not miss out on Mother’s & Father’s Day opportunities

Who you should target this year

What you could offer to your customers

How you could succeed with Google

Why
 Mother’s Day & Father’s Day Spending ~2x in the last 10 years
2nd highest annual gifting peak

Source: Statista - 2020, Google Internal Data

 Definition of ‘Mother/Father’ more expanded and commercialized

Mother's Day Father's Day Gifting

Age Group Gifting Intent Intent Most Popular Gift Recipients

18-24 39% 40% Parents, grandparents, aunts/uncles

25-34 41% 39%

First time mom/dad (expecting mom/dad), dog
35-44 39% 32% mom/dad, wife/husband

45-54 21% 16% Wife/husband, Friends

55-64 10% 11%

65+ 6% 5% Memorial gifts

Source: Statista - 2020, Google Internal Data

 Mother’s Day & Father’s Day Spend Surged Not Despite of,
but because of COVID. Trend to continue through 2021.

- More than 8 in 10 consumers will celebrate

“On Mother’s Day 2020, perhaps
more than ever, our mothers
deserve a great day of their own.
If you have a mom, do your part
this year—from whatever social
distance is required.”
“This doesn’t mean Mother’s Day has
to be canceled this year. Many
young adult children who fled big
cities to shelter in place back home
may find themselves unexpectedly
celebrating at mom’s house.”
Mother's Day this year
- 78 percent say that celebrating Mother’s Day is
important to them this year given the current state
of the coronavirus.
- Consumers are interested in spending a little
more, approximately $8 more, for an average of
$205 on Mother’s Day gifts and celebrations.
- Shoppers buy for their mothers and
stepmothers, but a full 35% are buying for
grandmothers, sisters, friends and even
daughters — effectively expanding the reach
of the holiday

Source: Forbes, National Retail Federation

 Mother’s Day & Father’s Day Search Volume Hit 3-year Record in 2020.

Source: Statista - 2020, Google Internal Data

 Surge in Search Driven by Gifting-related queries, showing high
commercial intent

Source: Statista - 2020, Google Internal Data

Who
 “Gift for mom” +25% while “Gift for dad” flat YoY.
Call for cross-sell strategy to drive Father’s Day uplift.

Gift for mom Gift for dad

Source: Statista - 2020, Google Internal Data

 “First time” break out YoY.
Strong growth in Jan predicts acceleration in May

Gift for first time Gift for first time

mom dad

Source: Statista - 2020, Google Internal Data

 “Expecting/parent-to-be” break out YoY.
Strong growth in Jan predicts acceleration in May

Gift for expecting/pregnant mom Gift for to-be dad

Source: Statista - 2020, Google Internal Data

 “Grandma/pa” show steady YoY.
Grandma demand in May higher Grandpa demand in Dec

Gift for grandpa Gift for grandma

Source: Statista - 2020, Google Internal Data

 “Stepmom/dad” gifting gained traction in 2020

Gift for stepmom Gift for stepdad

Source: Statista - 2020, Google Internal Data

 “Dog Mom/Dad” is a COVID phenomenon.
Expected spillover effect to other pets

Gift for dog mom Gift for dog dad

Source: Statista - 2020, Google Internal Data

 “Gift for Daughter” becoming a Mother’s Day norm

Gift for son Gift for daughter

Source: Statista - 2020, Google Internal Data

What
 Jewelry a Mother’s Day staple.
Necklace top rising product

Source: Statista - 2020, Google Internal Data

 Kitchenware is a pandemic rising category.
Mug top rising product

Source: Statista - 2020, Google Internal Data

 Home Decor is a pandemic rising category.
Blanket top rising product

Source: Statista - 2020, Google Internal Data

 Gardening is a pandemic rising category.

Source: Statista - 2020, Google Internal Data

 Need for ‘Bundling’ skyrocketed in 2020
and set to surge again in 2021. Call for upsell strategies.

Source: Statista - 2020, Google Internal Data

 Customers are open to exploring and discovering new ideas

Top General Top Message Top Thank You Top “From Who” Top “For Whom”
Searches Searches Searches Searches Searches

best mother’s day gift Meaningful messages for Thank you note for mother’s Mother’s day gift from Mother’s day gift for
ideas mother’s day day husband to wife (step)mom

Personalized mother’s day Mother’s day quotes

Thank you gifts for mother’s Mother’s day gift from Mother’s day gift for
gift
Mother’s day inspirational day son/daughter/kid to mom mom-to-be,
Last-minute/Quarantine messages expecting/pregnant/first mom
mother’s day gift How to say thank you to mom Mother’s day gift from dad
Mother’s day poems to mom Mother’s day gift for grandma,
Meaningful mother’s day
daughter, aunt, friends, sister
gift Mother’s Day greetings

Top Bundle Top Long-tail

Searches Searches

Mother’s Day gift basket Things to get mom for

Mother’s Day
Mother’s Day gift set
Happy Mother’s Day ideas
Mother’s Day delivery ideas
Printables for Mother’s Day
Mother’s Day boxes
How to celebrate Mother’s
Mother’s Day care package Day quarantine

Source: Statista - 2020, Google Internal Data

How
Strategy

Website

Feed

Ads
1. Use planning template to drive R&D by [Date] - POC:
Mom/Dad First-Time Stepmom/dad Expecting Dogmom/dad Gradmom/dad Others
mom/dad (sisters,
friends)

BAU 200 SKUS

Categories

Jewelry

Kitchenware

Home Decor

Gardening

Others

LAUNCHED PLANNED EXCLUDED

 2. Develop a Go-to-market Calendar by [Date] - POC:
March 15 March 22 March 29 April 05 April 12 April 19 April 22 ...

Product Launch 200 Launch 300 ...

launch SKU (details) SKU

Promotion 15% early Free Father’s Day 10% last call

strategies bird Shipping cross sell

Awareness YouTube
Ads

Conversion Launch SSC

Ads

Email
Marketing

Operation
Cut off
Strategy

Website

Feed

Ads
1. Website: Build Brand.com/MothersDay by [Date] - POC:

Next steps: Create a curation of Mother’s/Father’s Day products, re-write your About Us / Promotion /
Why Us section to show that you are the ultimate gifting destination. Take inspiration from public sources
2. Website: Adapt Your Review Section by [Date] - POC:

Next Steps: Wherever possible, you should customize the looks and feels of your website to the
occasion. This can start with showing reviews from previous happy mom/dad customers.
3. Website: Recategorize your menu for more engagement
by [Date] - POC:
By Occasions Best Sellers Promotions By recipients By products All Personalized

[HOT] Mother’s Day (Free Shipping) Mother’s Day By Products Mother’s Day By Recipients
[HOT] Father’s Day (15% Off) - Jewelry - Mom
Spring Specials - Home Decor - Stepmom
Belated Easter - Kitchenware - Grandma
Belated V-day - Gardening - Sister
Just-because Gifts - Best-selling - Friends
- All Personalized - Dog mom
- All - Mom-to-be
- All
Strategy

Website

Feed

Ads
 1. Feed: Add In Top Keywords To Title & Description
by [Date] - POC:
Top General Top Message Top Thank You Top “From Who” Top “For Whom”
Searches Searches Searches Searches Searches

best mother’s day gift Meaningful messages for Thank you note for mother’s Mother’s day gift from Mother’s day gift for
ideas mother’s day day husband to wife (step)mom

Personalized mother’s day Mother’s day quotes

Thank you gifts for mother’s Mother’s day gift from Mother’s day gift for
gift
Mother’s day inspirational day son/daughter/kid to mom mom-to-be,
Last-minute/Quarantine messages expecting/pregnant/first mom
mother’s day gift How to say thank you to mom Mother’s day gift from dad
Mother’s day poems to mom Mother’s day gift for grandma,
Meaningful mother’s day
daughter, aunt, friends, sister
gift Mother’s Day greetings

Top Bundle Top Long-tail

Searches Searches

Mother’s Day gift basket Things to get mom for

Mother’s Day
Mother’s Day gift set
Happy Mother’s Day ideas
Mother’s Day delivery ideas
Printables for Mother’s Day
Mother’s Day boxes
How to celebrate Mother’s
Mother’s Day care package Day quarantine
2. Feed: Use Custom Label To Segment Your Campaign
by [Date] - POC:
Custom Labels

Custom labels helps you group products that share a theme so you can manage and bid on
them appropriately in your Shopping Campaigns setting different campaign priorities as
required

Custom label Definition Possible custom_label values

0 Season spring, summer, fall, winter

1 Promotion flash sale, clearance, merchant promo

2 Selling rate bestseller, low seller

3 Margin high margin, low margin

4 Holiday valentine’s day, mother’s day, father’s day, christmas

Strategy

Website

Feed

Ads
 1. Start with Upper Funnel

Insight #1: Traditional top-spending categories Insight #2: Consumers are on the
(special outings, gift cards, consumer electronics) hunt for the best gifts and are willing
are not covered by POD merchants to explore

POD sellers need to compete for consumers’ mindframe during early

“Awareness” and “Consideration” stage to expand sales volume
 1. Start with Upper Funnel
Less than 20% of customers buy POD
products for Mother’s Day because they
don’t know they have that option

Invest here in
March... “Yes - Invest” Scenario:
- Reach audiences who don’t know
Awareness what they don’t know
(High quality traffic, - Put your best products in their
website engagements) consideration mindframe early
- Convert a % of them when they are
ready to buy on top of your category
buyers
Consideration
(Customer lists, Search
queries, subscribers) “No - Skip” Scenario:
- Convert only your category buyers
- Compete with other people in the
same categories
Action
(Sales)

...To win here in

May
 2. Expand Full-Funnel

Cook Serve Clean up

Day T-20 Day T Day T+10

► TrueView in-stream ► Search (Brand + Valentine’s KW) ► Display Remarketing
► Smart Shopping (separate
campaign for Valentine’s product)
► TrueView for Action
Thank You
ngoanh@
brandonthanh@