Consumer spend on Mother's Day was 11% lower than sales during the same holiday period in 2017.
Not surprisingly, young millennials, ages 25 to 35, came out in the largest numbers for Mother's Day purchases. On average, women spent 30% more money than men on gifts, up from 25% higher in 2017.
According to data collected by NetElixir, 80% of Mother's Day gifts were bought between May 7 and May 13, with May 10 being the biggest shopping day.
Mobile was up just slightly from last year, accounting for 43% of all search queries and 31% of all orders, compared with 41% and 30% in 2017. And location searches were up from 23% of all searches in 2017 to 30% of all searches in 2018. Just prior to the big Sunday, spending on mobile was up 70%.
Paid search ads for Mother's Day were clicked by 31% of all online shoppers immediately prior to purchase. And paid search accounted for 31% of all orders, with organic accounting for 24%, and referral about 23%.
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According to Udayan Bose, CEO of NetElixir, there are some key findings, which are repeating themselves around special shopping events, such as Mother’s Day.
"Trends like increasing spend on mobile, paid search ads leading to last click attribution and women outspending men. We expect these trends to continue throughout 2018 and likely for years to come," Bose told FierceRetail.