How to reach gift-givers via digital audio ads ahead of Mother's Day and Father's Day

There are countless ways to make moms, dads, and guardians feel special on their big day—breakfast in bed, presenting fridge-worthy art from the kids, or even giving them the day off to hit the spa or golf course.

And, of course, a gift goes a long way toward saying, "Thank you." When Mother's Day and Father's Day are around the corner, family members set their sights on gift-giving—and so do brands. It's a time of year for advertisers to showcase their products, boost awareness of their relevance, and entice shoppers to make a purchase.

According to the National Retail Federation (NRF), U.S. shoppers are expected to spend a record $35.7 billion on Mother's Day gifts like greeting cards, brunch, jewelry, and electronics this year.¹ But don't forget about dads: Last year, Father's Day spending was projected to top $20 billion as families gifted everything from electronics and auto accessories to personal care products and clothing.²

Mother's Day top spenders are listening

Millennials now dominate the U.S. workforce. Their collective net worth has more than doubled since early 2020; it reached a whopping $9.38 trillion in the first quarter of 2022.³ They're also the country's top spenders on Mother's Day gifts: The NRF reports that shoppers between the ages of 35 and 44 are expected to spend an average of $382 on Mother's Day this year, making this audience a brand's best friend.⁴ Since half of Spotify's parent listeners are millennials,⁵ the platform is a great place to reach gift-givers in this generation—they may want to purchase a Mother's Day or Father's Day gift for their own parent, or for their partner or co-parent on behalf of the kids.

Listeners in their late teens might also be thinking about what gift to get moms and dads on their special day. More than 4 in 5 teenage internet users are on Spotify—and they spend over two and half hours streaming music every day—so try promoting gifts they (or another parent, guardian, or older sibling) could purchase for their parents via playlist and podcast-based digital audio ads.⁶

The soundtrack to parents' busy lives

It should come as no surprise that parents love playlists and podcasts. Whether they're packing lunches, on carpool duty, walking the dog, or taking time out for themselves (at last), you can bet their routine includes digital audio. Spotify is a top audio streaming platform for parents, reaching almost 1 in 5 moms and dads—more than many popular alternatives.⁷

Parents don't just have an interest in music—they've got a passion for it. In fact, more than half (56%) say they're passionate about a wide range of artists and bands, and for 60%, music is part of their daily routine. In fact, nearly three-quarters (73%) of parents on Spotify listen to at least half an hour of music every day.⁸

Parent listeners favor a range of music moods, from lively to cool.⁹ When it comes to podcasts, they alternate between family-oriented options like Myths and Legends, and comedy/culture shows like Call Her Daddy.¹⁰ And at bedtime, they might tune into kids' content like Bedtime Stories with Netflix Jr.

Digital audio advertising for Mother's Day and Father's Day

Not only are parents on Spotify fans of music and podcasts—they're fans of brands, too. Our research shows that 44% of parents on Spotify tell family and friends about new products they've discovered (14% more than the average parent online), and 1 in 4 have bought from a brand after being served an ad (19% more than the average parent online).¹¹

So what's the best way to reach Mother's Day and Father's Day shoppers on Spotify? We know that millennials are drawn to audio that comforts them,¹² so consider incorporating nostalgic music from the '90s into your retail advertising campaign. And due to the intimate, one-on-one nature of podcast listening,¹³ podcast advertising is another potential way to make a connection.

When it comes to your creative, thematic digital audio ads that showcase relevant products can help spark shoppers' imaginations when it comes to choosing an ideal gift.

Ready to own the Mother's Day and Father's Day moment? Start creating your Spotify Ad Studio campaign today.