Who’s Your Audience? Mother’s Day Edition

2 Min Read

Mother’s Day is the third-largest retail holiday in the United States, with total consumer spending north of $30 billion last year—and $1 billion spent on greeting cards alone. We’ve done our groundwork on mom’s special day in our seasonal guide and even mined our MNTN Performance TV platform for first-party data insights to bring to the table. 

Once you’ve taken a read of those two resources, you’re likely going to want to know who you should be targeting—after all, Mother’s Day isn’t all a bed of flowers (it’s actually a bouquet), but a family affair that crosses familial lines and takes into account female figures in your life, too. We think it makes for some good audience segmentation ideas if you ask us.  We’ve compiled some additional segmentation ideas for some thought starters, although the sky’s the limit with over 80,000 third-party audiences to choose from.

Audience Name: Persons 25-44

Audience Provider: Comscore

Why they’re valuable: Market research firm Statista found that this age group are the core shopper group for Mother’s Day, with 25-34 year olds spending on average $346.11 and 35-44 year olds spending $340.94 on moms.

Audience Name: Households with New Moms

Audience Provider: Datalogix

Why they’re valuable: There’s a first for everything, and we can name one group who will definitely be celebrating Mother’s Day—in between everything else being a new mom entails, that is.

Audience Name: Greeting Cards Purchasers

Audience Provider: AmeriLINK

Why they’ve valuable: The most sought after gift for Mother’s Day wasn’t quite what you thought it would be—but it makes sense as greeting cards are the perfect accompaniment to any gift. Get in front of shoppers who are putting the final flourishes on their Mother’s Day surprise.

Audience Name: Families with Children – Single Moms

Audience Provider: 33Across Audience ID

Why they’re valuable: What do we consider a family unit? The notion of a nuclear family is outdated in today’s times. Today one in four children under the age of 18 are raised by single moms. 

Audience Name:  Mothers Day Shoppers

Audience Provider: Cuebiq

Why they’re valuable: And last but certainly not least, a core segment that you should have switched on for your campaigns is this one (layered with one or more of the segments we identified above).

• Related: Learn more about CTV advertising.

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