Brand Keys found that, when compared with last year, spending on greeting cards and flowers decreased to 96% and 88%, respectively. However, spending on spa services and gift cards will increase 11% and 5% year over year.
But regardless of the purchase, a majority (81%) of shoppers look to retailers for Mother’s Day inspiration, NRF found. Amazon (Amazon Handmade) and Kendra Scott are taking note, offering shoppers curated, personalized gifts.
Nearly half of consumers look for personalization—44% of respondents said finding something unique was the most important aspect of picking out a Mother’s Day gift. Thirty-nine percent said they look for gifts that create a special memory.
Like most shopping holidays, there will always be last-minute buyers. And holidays like Mother’s Day are prime time for bogus websites to take advantage of buyers in a hurry through fraudulent behavior like phishing emails or bad URL codes. For merchants, getting in front of this consumer entry point is key to ensuring customer loyalty for the long term.
“When working to ensure consumer safety and privacy this Mother’s Day, merchants should take steps to ensure user credentials and credit card numbers are safe,” said Ryan Wilk, vice president of customer success at NuData Security, a Mastercard company. “Protecting current customers from fraud and safeguarding future customers from having their data compromised can save a relationship and maximize lifetime spend.”
Retailers should get ahead of these potential risks to ensure their customers are adequately and safely prepared for a day dedicated only to celebrating mothers (instead of focusing on canceling credit cards or dealing with gifts that didn’t arrive).