Spring is finally here and Mother’s Day is just around the corner. For many brands, this means planning their seasonal advertising campaigns to capture the interest of a specific target audience. According to the National Retail Federation, Mother’s Day is the third largest retail holiday in the U.S. with the total spend expected to reach $23.6 billion, topping last year’s previous record of $21.4 billion.

The recent boom of e-commerce and online markets means consumers today no longer rush off to a brick-and-mortar store to buy the obligatory flowers, but instead opt to shop on their mobile devices, desktops, or PCs. While consumers are adding items to their cart, brands are sending out a deluge of tweets advertising their products, making up the vast majority of #MothersDay content on Twitter.

In preparation for Mom’s big day, we looked into audience profiles and social trends to uncover some surprising and interesting insights.

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Download the complete insight report here.

With inputs from Keshav Parashar, Insights Specialists. Illustrated by Pratima Vaska.

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