When it comes to Mother’s Day, it seems imagination is severely lacking on the gift front, although, according to the release of new online search data it is not just florists and confectioners who will be able to make a killing.
Online retargeting specialist Criteo carried out the number crunch to discover the most popular gifts for sons and daughters planning to treat mum, and, while the findings reveal some high ticket items, it is unlikely many mothers will be licking their lips in anticipation.
According to the study, washing machines, vacuums and kitchen appliances drive the highest basket values, although there is at least one crumb of comfort for mums wanting to escape domesticity: demand for gardening tools rockets by 193% in the week before the big day.
One study claimed that £928m was spent on Mother’s Day gifts in 2016. Criteo said: “Mother’s Day is a key date in the retail calendar but it’s not just a day for flowers and chocolates, there are opportunities for retailers of all types.
“Perhaps surprisingly, we still lack imagination when it comes to gifting. But in the UK, over half of ecommerce transactions now take place on a smartphone meaning that a mobile optimised journey is a must for brands whether they’re selling flowers or homewares.
And while many purchases may be taking place on a smartphone, our data also found that a third (36%) of online transactions take place cross-device in the run-up to Mother’s Day. Clearly, consumers are taking the time to research their gifts on multiple devices before going on to purchase.
“To cater for these trends, retailers need to deliver a seamless, omnichannel experience whether they’re browsing on a desktop or buying on a smartphone. Approaching March 26th with this in mind should ensure that brands are making the most of their marketing spend. Focusing on the activities that drive conversions.”
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