In 2018 it was estimated that Australians would spend $733 million on mums over Mother’s Day. According to Finder.com.au sons are more generous than daughters when it comes to spoiling mum, with adults shelling out an average of $60 per gift over the holiday.
Taking a geographical approach, in 2018 it was anticipated that NSW residents would spend the most, followed by the ACT. Aussies living in Tasmania were tipped to spend only $36 on their mums.
For brands looking to make the most out of Mother’s Day, it’s essential they understand how Aussies are shopping in order to amplify their marketing campaigns.
Data from the Rakuten Marketing Affiliate Network shows that last year, May 6th was a peak day in which Aussies shopped online. This is unsurprising as the 6th fell on a Sunday, which meant consumers were able to hastily buy online and ensure their items would be shipped and delivered by the following weekend.
A key reason for waiting until the week of Mother’s Day to purchase is the shelf life of popular products. Flowers and chocolates are among the most common items to buy for Mother’s Day and have shorter durability than other popular products such as apparel and accessories.
It’s not enough to simply understand when consumers are shopping, retailers need to examine how they are purchasing to ensure they’re effectively reaching their target market.
Exploring device usage, desktop continues to be the primary driver of sales for Mother’s Day, although it should be noted that in 2018, desktop lost ground to mobile. In fact, delving into the data provided by Rakuten Marketing’s programmatic business Mother’s Day 2018 experienced a 50% uptick in mobile revenue from 2017.
According to a recent study, 65% of consumers are discovering a new brand or product every week via the influencers they follow. Coupled with the increased spend being seen on mobile shopping, for retailers wanting to use Mother’s Day as an opportunity to reach new consumers where they chose to spend their time, incorporating an influencer strategy is a sure-fire way to reach and engage new audiences.
In addition to having a robust influencer strategy, retailers who utilise social to reach consumers across both mobile and desktop are putting themselves ahead of the rest. As the data has revealed, desktop remains the device of choice when consumers are shopping, but revenue driven by mobile is increasing dramatically year-over-year.
By understanding consumer shopping trends, including when, where and how consumers are purchasing, and employing strategies that complement and work with consumer behaviours, brands are empowered to exceed their Mother’s Day performance goals.
For more information on how your brand can leverage Mother’s Day promotional opportunities, visit rakutenmarketing.com and speak to an expert.