Celebrating Mothers in Style: Aid Shoppers in Designing an Exquisite Day for Remarkable Women
Mother's Day 2021 saw a significant shift in consumer behaviour, influenced by the ongoing COVID-19 pandemic and evolving market trends. This year, shoppers prioritised comfort, unique experiences, and value for money, while also considering brand values and sustainability.
Retailers were quick to respond, using various marketing vehicles such as social media, email newsletters, and digital advertising to promote compelling promotions. They also collaborated with local florists, jewelry stores, or home goods stores to cross-promote offerings and discounts.
Comfort-focused apparel, like flowy tops, skinny jeans, and spring dresses, became popular as consumers sought a balance between style and comfort during uncertain times. Gift certificates for shopping trips and DIY kits, such as succulent planter kits, also gained traction, reflecting a desire for personalised, meaningful, or activity-based gifts that could provide safe, socially distanced experiences.
Concerns about product value and pricing led consumers to notice "shrinkflation," where grocery items became smaller without price reductions. This heightened consumer awareness about value for money amid economic uncertainty.
The growing importance of brand values and sustainability was also evident, with buyers showing increased preference for brands demonstrating ethical, sustainable practices and social responsibility. Jewelry remained a favoured Mother's Day gift, with sales revenue rising by 4.5% in 2021 despite a slight drop in the number of units sold, suggesting consumers were willing to spend more per item possibly due to fewer but higher-quality purchases.
Safety concerns prompted many shoppers to adopt online and contactless purchasing options, as well as to prefer gifts that could be delivered directly or that minimised in-person contact. Offering online ordering and curbside pickup became essential for engaging customers who were reluctant to enter the store due to safety concerns.
However, 40% of consumers reported issues with a retailer's website when ordering online. Given limited indoor dining, 39% of people plan to cook a meal at home on Mother's Day. To cater to these needs, retailers should ease the shopping journey by offering in-store-only deals and special discounts or gifts with purchase for all mother figures.
Many consumers prefer in-person shopping but are increasingly wary of safety protocols. Retailers should communicate their safety measures, such as enhanced sanitation practices, limited capacity, or personal shopping by appointment, to reassure customers.
Waze, the navigation app, aims to highlight specific sales moments or events and encourages retailers to adjust their messaging to showcase what they offer. The share of navigations to businesses with curbside pickup jumped 11% on Waze, indicating a successful strategy for attracting on-the-go consumers. Waze offers solutions for retailers, such as Takeover ads, Pins, or pre-drive suggestions, to attract more consumers.
In summary, Mother's Day 2021 shopping was shaped by a blend of seeking comfort and unique experiences, careful spending with attention to value, ethical buying preferences, and adaptations for safety. These trends reflect the broader consumer mindset during the pandemic period and are likely to continue influencing shopping behaviours in the future.
- In the ongoing evolution of market trends, there's growing interest in artificial intelligence (AI) and space-related products, as consumers seek unique experiences and value for money.
- Businesses have recognised the importance of researching and understanding consumer preferences for both environmental sustainability and lifestyle choices, such as home-and-garden or shopping items.
- In legal matters pertaining to consumer rights, there's a rising need to address issues related to product pricing and transparency, with consumers becoming more aware of value for money amid ongoing economic uncertainty.
- As lifestyle choices continue to shift, warmer trends towards business practices that emphasise ethics, sustainability, and social responsibility could potentially impact various industries, including the jewelry sector.
