Mother’s Day has traditionally been thought of as a day to celebrate your mom. But increasingly, consumers are seeing the day as a chance to show their appreciation for all the special women in their lives who are mothers. Mothercare, a UK-based retailer, created a Facebook video showcasing the average mom’s point of view of the special day:
“It is a day set aside to dedicate and honor the women that give us so much love.”
This expansion of celebration is evident in shopper behavior and spending. According to Forbes, 23.5 percent of Mother’s Day spending will be on wives, 10.5 percent on daughters, 8.5 percent on grandmothers, and 8.2 percent on sisters.
Retail is responding to this shift. For instance, while Ann Taylor Loft touts its Mother’s Day Must-Haves, they also remind shoppers of all the special women in their lives. As greeting cards are a common gift, retailers are expanding their collection to offer options for different recipients (e.g., aunt, sister, goddaughter). As marketers, we have to consider for whom shoppers are buying when we message around Mother’s Day.
Contributed by Jillian Kyle and Molly Paskal