UK Mother’s Day, 2019

UK Mother’s Day, 2019

  • April 2019 •
  • 98 pages •
  • Report ID: 5773574 •
  • Format: PDF
UK Mother’s Day, 2019

Summary
Mother’s Day fell later in March this year, so retailers concentrated on other events such as World Book Day, International Women’s Day and Easter instead, as despite Easter falling after Mother’s Day, it offers greater opportunities to drive spend as consumers may buy gifts for more recipients.Retailers only focused on instore Mother’s Day displays and online features around two weeks before the occasion, with some retailers failing to significantly promote their ranges.

This was an influential factor in the overall fall in Mother’s Day shopper penetration (from 61.7% in 2018 to 59.5% in 2019) as retailers left less time to persuade more shoppers to purchase for the occasion.

The most popular activity for the occasion was visiting mum, which 29.0% of consumers did, and as this does not require any spending on retail or leisure, penetration decreased for both. The percentage of consumers that bought both gifts and cards decreased on last year, as 72.8% agreed that the occasion has become too commercial and 25.3% of consumers felt financially worse off than they felt this time last year. Despite this, the vast majority still believe that Mother’s Day is an important occasion, but low consumer confidence restrained overall spending as average spend fell across a number of gifting categories and food & drink products, and more Mother’s Day shoppers financed the occasion using credit cards, savings and general store cards.

Supermarkets are the clear winners for gifts and card & wrap purchases due to the convenience of their store locations, strong price credentials and their comprehensive ranges of frequently gifted items, especially plants & flowers and gift food & drink.Tesco is the most popular retailer for gifts, and Tesco, Sainsbury’s and ASDA trail Card Factory for cards & wrap as the grocers are most able to persuade shoppers to purchase these as add-on items.

Convenience stores present an area of opportunity for grocers, as this location particularly fulfils consumer needs for time-sensitive purchases, and there is room for improvement in their ranges and presentation of products.

The "UK Mother’s Day, 2019", report offers a comprehensive insight into the consumer dynamics and spending habits of consumers for Mother’s Day. The report analyses the major players, the main trends, and consumer attitudes.

Scope
- Fewer consumers made Mother’s Day purchases in 2019, instead favouring quality family time despite 83.9% believing that Mother’s Day is an important occasion.
- Low price is the most significant driver of retailer choice for Mother’s Day food & drink purchases, aiding Tesco and ASDA’s domination over competitor Sainsbury’s.
- Overall card & gift wrap penetration fell, influenced by factors such as cards being increasingly perceived as a token, a lack of willingness to spend on disposable items, and growing concerns surrounding the environmental impacts of cards & wrap.

Reasons to buy
- Use our in-depth consumer insight to learn which areas within Mother’s Day shopping are most important, to ensure that product offerings are catering to the needs and wants of customers.
- Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential for the occasion.
- Use our in-depth analysis of the leading retailers, such as Tesco and Marks & Spencer, for the Mother’s Day occasion in order to understand how to appeal shoppers and maximise market share.
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