UK Shoppers Uninspired by Mother's Day Options - eMarketer

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UK Shoppers Uninspired by Mother's Day Options

Gift recipients may be disappointed as a result

March 24, 2017 | Retail & Ecommerce

More than a quarter of UK shoppers in a recent poll said they planned to spend more on Mother’s Day this year than last. Unfortunately, what they intend to buy may not be what mothers want most.

According to a survey of 1,000 UK household shopping decision-makers by retail and shopper marketing firm Savvy, 26% of respondents plan to increase spending for Mother’s Day, this Sunday, March 26—a positive result, but down 11% from last year.

Overall, respondents to Savvy’s study weren’t particularly enthusiastic about Mother’s Day shopping. Only 44% were likely to plan in advance what they were going to buy, down from 55% in 2016, and nearly a third of respondents (31%) would leave their gift and card buying to the last minute.

Shoppers’ lack of enthusiasm is in part due to uninspiring products, the study found. More than half (54%) of respondents said that the Mother’s Day products found in stores were “boring and lack inspiration.” Were better products available—either online or in-store—40% of respondents said they would be prepared to spend more.

Unfortunately for the UK’s mothers, the end results of respondents’ shopping efforts look unlikely to match recipients’ desires. Savvy found that the gifts people expected to give—a card from a shop, cited by 56%, and flowers, cited by 35%—were desired by only 23% of mothers.

More than two in 10 mothers would like a meal at a restaurant, but only 7% of respondents planned to provide one. Likewise, only 7% of gift-givers expected to offer chocolate, but 20% of mothers said they’d like to receive some. Nearly 20% of mothers would appreciate a home-cooked meal, but just 13% said that was in the cards.

Overall, mothers’ most widely held wish was for “special time with the family,” mentioned by 62%—a nice sentiment, but one that won’t make many retailers happy this weekend.

—Cliff Annicelli

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