By designing a highly customized marketing strategy for their products, stakeholders in the general retail goods & services can easily boost their sales on the occasion of Mother’s Day. Furthermore, gifting options for Mother’s Day has broadened in recent times. Consequently, the consumer goods industry has undergone many innovations to keep up with the demand, especially in the last five years.
Almost all countries on planet earth celebrate some format of Mother’s day. This establishes the latter as a potent marketing opportunity and an important landmark on the annual calendar. However, translating the emotion into tangible sales can be tricky, and needs a fair bit of foresight and strategizing.
Mother’s day: A brief history
Celebration of mothers and motherhood can be traced back to ancient Greek and Roman times. However, it is the early Christian festival of “Mothering Sunday” that is often regarded as the modern precedent for Mother’s Day. Today, the tradition of Mothering Sunday has shifted to a more secular format. As a result, a significant portion of the global population celebrates this special day.
Quantifying Love: Gifting options and market trends
Flowers, greeting cards, chocolates, exotic holiday packages, dinner dates, and personalized beauty packages. These are just some of the delightful gifting options for Mother’s Day.
Though nothing beats a well-written greeting card, flowers and ornamental plants have emerged as major buyer selections on this occasion. According to our industry experts, close to 75% of the mothers prefer being gifted flowers. This trend is especially catching on in the APAC region where millennials look forward to celebrating Mother’s Day.
After flowers, jewelry and chocolates, jewelry is a close contender for being the most popular Mother’s Day gift. Especially with the popularity of online jewelry stores, Mother’s Day is seen as an appropriate occasion to purchase fine jewelry like personalized bracelets and customized rings with birthstones. Also, jewelry boxes with engraved messages of love.
Major names in the online jewelry industry like LVMH, Chow Tai Fook Jewelry, and Rajesh Exports have launched jewelry ranges specifically designed to celebrate motherhood.
In recent times, premium chocolates have emerged as a popular gifting option too. The EMEA region has witnessed a major spike in premium chocolates sales around this time of the year. The availability of various varieties of organic, vegan, and sugar-free chocolates is what makes premium chocolates a major hit amongst moms throughout the globe. Mondelēz International, The Hershey Company, and Ferrero have special Mother’s Day chocolate boxes. These can be easily customized for the occasion.
Wrapping it up: Personalization wins, always!
According to our industry experts, healthcare products will rule the roost on Mother’s day. This includes digital blood pressure monitors, fitness bands, and complete health checkup packages. The bottom line is, targeted promotions matter. The latter needs to be designed in such a manner that customers are inclined to view the product as the best gifting option on Mother’s day. Herein, Technavio’s latest market research reports come into play. The latter can be utilized to understand the gifting market and build a foolproof marketing and sales strategy.
