Mother’s Day: A $32B Holiday and How to Prepare

Mother’s Day falls on May 14th this year, and shoppers will spend upwards of $30B on flowers, gifts, cards, and meals. Spending has been increasing on this holiday, and retailers and restaurants can still take steps now and afterward to optimize the shopper experience and boost sales volume.

Both in-store and online, multi-location brands must ensure they enjoy their share of wallet.

Some fun facts about mothers today and Mother’s Day spending:

• The average age of first-time moms is on the upswing, at an all-time high of 30. Make sure your advertising is inclusive. Remember, too, that childless consumers may feel excluded on that holiday, so think outside the box about campaigns and offers that appeal to all market segments (e.g., favorite aunts, parents of fur babies, etc.)
• Flowers account for about $2.9B in sales, comprising roughly 26 percent of annual sales for florists. If you don’t currently carry blooms at your retail establishment, consider expanding your product line to include them. Be sure to list them among your offerings on your social pages. Remember that consumers will be looking for last-minute gifts near them.
• Although the world is digital, paper cards remain popular. Surprisingly, the $19B greeting card industry is projected to grow. Card purchases span all age groups and greeting cards can now be found in a wide range of multi-location retailers — including grocery, drug, and convenience stores.
• Close to 50 percent of people will celebrate with a meal. Although dinner remains the most popular choice, breakfast, brunch, and lunch are still strong opportunities for spending, and ordering take-out has grown as a viable option for Mother’s Day. Special offers and menu options should be showcased throughout your digital presence and in-store.
• Jewelry remains a  popular gift option on Mother’s Day. The average spend for jewelry is $54.
• New multi-location health and beauty retailers are emerging. The retail beauty market continues to evolve, offering treatments from stretching to saunas to hair and eyelash extensions. In an upcoming article, we’ll cover unique multi-location brands and services.

As with all holidays, multi-location brands should prepare in advance and ensure they offer the best possible online search experience, on-location customer service, and appropriate and appealing product selection.

Remember that many shoppers are last-minute decision-makers, so you’re not too late to serve this key market.

Stay on top of the data from year to year. The National Retail Federation (NRF) does a deep dive into Mother’s Day spending behaviors, but make sure you use your own consumer insights to plan for growth during holidays and other seasonal opportunities.

And if you’re reading this and haven’t yet done your Mother’s Day gifting or made a reservation, be sure to search near you to see what’s available, make plans for your own mother/grandmother/kids/others, and gather ideas for your own multi-location brand or agency before Father’s Day!