Mother’s Day 2016
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This year saw an increase in those not celebrating Mother’s Day, yet there was also an uplift in those spending more on the occasion. More than half of consumers see Mother ’s Day as an important occasion, while over a third enjoy shopping for it. Grocers remain key destinations for Mother’s Day purchasing, while M&S was the retailer that consumers felt did the best job of promoting the occasion.
Scope
• Fewer consumers celebrated Mother’s Day this year While participation on seasonal retail occasions like Mother’s Day is not necessarily on an unabridged upward trajectory, those that are taking part are beginning to spend more in doing so.
• Shopping for mum motivates consumers to trade up With the majority of consumers switching away from their normally used food & grocery retailer doing so for product quality, Mother’s Day offers a great opportunity for food & grocery players to target wider consumer segments with their more premium lines.
• Asda a strong performer this Mother’s Day Asda made strong gains this year in key categories such as groceries, food & drink gifts and flowers. Asda’s ‘Mum’s The Word’ campaign online brought a broad range of products together, while its push for personalised gifts likely threatened the dominance of online players such as Moonpig in this space.
• Quality overtook convenience this year to become the primary driver of store choice Over half of consumers turned to supermarkets to buy food & drink, followed by high street shops. Of the 29.4% of consumers switching retailers for their Mother’s Day grocery shopping, the primary reason was quality, followed by convenient location. While
• Tesco held its position as the most popular retailer for Mother’s Day grocery shopping, Co-op was the biggest gainer in terms of general usage and as most used grocer.
• Purchase penetration for cards and gift wrap this Mother’s Day was 56.0%, peaking among 25-34 year olds Overall purchase penetration was lower than for gifts, suggesting some consumers prioritised a gift over cards & wrap. Card Factory dominates, but saw its usage decline this year, as value competition intensified.
Reasons to Buy
Utilise the detailed data and insight on the market to help form an effective growth strategy across the Mother’s Day market
Understand who are the target demographic and their key issues and demands
Understand the journey of consumers through the shopping experience.
Tesco
Morrissons
Sainsbury’s
Aldi
Co-op
Waitrose
House of Fraser
Lidl
Iceland
John Lewis
Debenhams
Marks & Spencers
Boots
Card Factory
Thorntons
Amazon
eBay
B&M Interflora
H&M
ASOS
Matalan
New Look
Bhs
Next Argos
Ernest Jones
H Samuel
Superdrug
Avon
Body Shop
HMV
Curry/PC World
iTunes
Home Bargains
WHSmith
Waterstones
Foyles
Poundland
Apple store
Clas Ohlsen
Homebase
B&Q
Clinton Cards
99p Store
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Frequently asked questions
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