Customer Behaviour

New research from leading retail and shopper marketing agency, Savvy, has revealed Mother’s Day spending plans for UK shoppers. The survey (of 1,000 household shopping decision makers) indicates 66 percent of shoppers will be getting involved in the event this year.

Alastair Lockhart, insight director at Savvy Marketing commented: “News that just over a quarter of shoppers plan to spend more on Mother’s Day this year will be welcome news for retailers. Mother’s Day is of the biggest events of the year, and one that many retailers have increased their focus on in recently years. The likes of discounters and pound shops continue to help drive the market through larger and more sophisticated ranges, while the premium end of the market has benefited from NPD in areas such as beauty and quality chocolate.”

Key findings:

  • Who – and how – will be celebrating the event?
    • 66 percent of UK shoppers are planning to celebrate Mother’s day this year.
    • Women remain more engaged in celebrating the event than the men – 72 percent compared with 57 percent respectively and this year men are less involved than last year (down four percent on 2016 figures).
    • 79 percent of all shoppers planning to get involved agree that Mother’s day is a special event and 59 percent are looking forward to the day.
    • 51 percent agreed with the statement that ‘Mother’s day is a day we share with all generations of the family’ and 64 percent agreed that it was a day that the family spends together.
    • Planning in advance what shoppers are going to buy for the event is less likely this year – 44 percent versus 55 percent last year.
    • 31 percent of shoppers said they would leave buying gifts and cards to the last minute.
    • Organising presents for others is a task for 32 percent of shoppers e.g. a partner or partners mother, however 22 percent of Mother’s have to sort their own children’s gift for themselves!
  • How will shoppers be purchasing gifts?
    • 45 percent of shoppers plan to purchase Mother’s day presents online – an increase of seven percent on last year.
    • As for buying instore, 54 percent of shoppers agreed that Mother’s day products presented there are ‘boring and lack inspiration’.
    • If better products were available (online or instore) 40 percent of shoppers said they would be prepared to spend more.
    • Spending more on gifts this year is on the cards for 26 percent of shoppers – a significant 11 percent drop on 2016 figures.
    • Trading up – 21 percent of shoppers said they tend to trade up to buy more expensive food and drinks on the day – a drop of seven percent on 2016 figures.
  • Giving Vs Receiving – What are shoppers planning to buy this year?
    • Mothers would like, but don’t necessarily receive, handmade, more sentimental gifts such as a handmade cards and gifts, a homecooked meal and breakfast in bed.
    • Topping the wish list was ‘special time with the family’ – for 62 percent of shoppers. Receiving a shop bought card, flowers and chocolates drew second place with 23 percent apiece.
    • 32 percent of shoppers plan on buying a personalised gift.
    • 36 percent plan on eating out this year on the special day.
  • What do shoppers want from retailers?
    • Topping the wish list with 38 percent, was ideas for presents.
    • 36 percent wanted a good range of gifts to buy to suit different budgets.
    • A dedicated aisle for the event appealed to 29 percent of shoppers.
    • 13 percent of shoppers want all of the items needed to cook breakfast, lunch and dinner in one place.
    • Premium goods including cards, goods and flowers were also in demand – 12 percent apiece.
    • Personalisation – of gifts and cards were also of interest to 12 percent of shoppers.

Lockhart concludes: “It’s interesting that despite the growing scale of the opportunity, more than half of shoppers (54%) say that Mother’s Day products in shops are boring and lack inspiration. With retail expenditure continuing to migrate online, the onus is firmly on store-based retailers to give shoppers good reasons to visit their shops and to spend.”

For this research, Savvy conducted an online survey of 1000 UK household shopping decision makers (from a nationally represented sample) in February 2017.

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