According to a Nielsen//NetRatings report, Mother's Day generated increased traffic for retail and special occasion sites.
The Nielsen report "shows a continual shift of people purchasing online, and with the ease of convenience, flowers has been a big category online," says Heather Dougherty, senior analyst, Nielsen//NetRatings.
During Mother's Day week, special occasion sites, including Hallmark.com and Yahoo! Greetings, increased by 21 percent; while floral sites increased dramatically, with 1800Flowers.com showing a 201 percent increase.
"The ease and low cost are encouraging people to send a lot more greetings, even on non-traditional holidays such as St. Patrick’s Day; marketers should look toward increased traffic during each holiday to capture a lot of users," continues Dougherty.
Additional brands listed as top floral retailer sites in the report include proflowers.com and FTD.com; top e-greeting card sites include 123Greetings.com and Americangreetings.com.
"Flowers and greetings bring huge spikes per seasonality, so this is a great time for advertisers to add space where holiday gift or broad message ads are useful in reaching a larger audience," adds Dougherty.
