Mother’s Day 2018

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Consumers continue to show their appreciation for their mothers with near record Mother’s Day spending in 2018 as reported by the National Retail Federation. According to TVB’s 2018 Mother’s Day shopping analysis, retailers can drive increased consumer spending by using local broadcast TV to target shoppers based on geography and retail categories.

TVB's analysis of Mother’s Day gift shopping and TV viewing revealed that:

  • Projected Mother’s Day spending in 2018 is estimated to be $23.1B, making it the second highest total amount spent for Mother’s Day in the past 15 years.
  • Broadcast television dominates ratings and reach.
  • Shoppers in top categories, such as jewelry, dining, flowers, gift cards, and clothing, can be selectively targeted with broadcast TV.
  • Shopping is a local decision and can be zeroed in on with local broadcast TV.
  • TV ads had the greatest influence of retail consumers through every stage in the purchase funnel.
  • TV ads directly influence online search selections.
  • Local TV stations offer multi-platform opportunities.


Source: NRF Monthly Consumer Survey A18+, April 2018


Source: NRF Monthly Consumer Survey A18+, April 2018

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