Every year, Americans spend billions on Mother’s Day and Father’s Day gifts.

According to the National Retail Federation, close to 85 percent of consumers celebrate Mother’s Day, while 75 percent purchase presents for their dads. But how much do we really know about these shoppers and their needs? To effectively reach them, marketers first have to get to know them — from their content preferences to their social channel of choice.
85
of consumers celebrate Mother's Day
75
Purchase present for Dad
Based on millions of social signals collected around these holidays, we’ve got the inside scoop on the most active Mother’s Day and Father’s Day shoppers. These users have several things in common, but some aspects of their behavior are totally unique.
Here’s what you can expect from this valuable audience come Mother’s Day and Father’s Day this year.

Mother’s Day and Father’s Day users are content-obsessed.

These social media-loving shoppers share nearly triple the content of the general ShareThis audience. They value gift-related posts and will search, view, click, and share a remarkably high volume of them throughout the holiday purchasing process.

3
volume of share activity

Spring is the season for giving.

Believe it or not, the highest volume of gift-related shares out of the whole year occurs 5 days before Mother’s Day. This is the time for retail brands to approach both holiday audiences. The most active Mothers Day and Father’s Day users are open to holiday-related content, and eager to share it with family and friends.

These shoppers share the most midweek, but their favorite time of day for sharing differs.

Reaching these users isn’t just about knowing what they want to see, but determining when they’re most likely to respond to your message. Both Mother’s Day and Father’s Day users share the most content on Wednesdays and Thursdays. Mother’s Day shoppers are 62% more likely to share gifts around 10 am, while Father’s Day shoppers are 44% more likely to share between 1 and 2 pm.

Mother’s Day Shoppers

62
more likely to share around 10am

Father’s Day Shoppers

75
more likely to share between 1 and 2pm

They share content about experiences and expressions of love.

Here’s another way these audiences differ: Fathers’ Day users prefer experience-related content and are 16% more likely to interact with posts about events, services, cooking, or travel, but Mother’s Day shoppers are more sentimental. They’ll be sharing text and visual content that expresses their love for their moms.

Their social site preferences stray from the norm.

It’s no surprise that Facebook tops the list of preferred social sites, but both Mother’s Day and Father’s Day audiences don’t mind going elsewhere for good content. In fact, they’re almost twice as likely as the average ShareThis user to be on Whatsapp, LinkedIn, and Google+.
These holidays may not get the press that Black Friday and Cyber Monday do, but Mother’s Day and Father’s Day are vital to retail strategies across the country. Luckily, the most active shoppers are content-hungry consumers who are ready and willing to engage with your brand.

Want to know more? Download our Mother’s Day and Father’s Day one-sheets for handy customer personas, including more exclusive ShareThis insights.