Is Jewelry the Most Popular Mother’s Day Gift?

Pattern Data Science

April 21, 2022

From hand-drawn notes to fancy jewelry, Americans are serious about celebrating moms with gifts of all shapes and sizes. According to a report by the National Retail Federation, the average American typically spends over $200 on Mother’s Day gifts, making it one of the largest shopping holidays of the year.

As the leader in global ecommerce acceleration, we’re constantly analyzing trends in online commerce to help brands understand how various events (like Mother’s Day) impact consumer behavior. So, with Mother’s Day around the corner, we wanted to discover:

  • Which categories get the biggest boost during Mother’s Day?
  • Which ones don’t see much of an increase?
  • And has the pandemic changed the way people shop for Mother’s Day?

To find out the answers to these questions, our data science team chose an array of popular categories containing Mother’s Day gifts and analyzed market demand on Amazon over the past few years.

Which categories get the biggest Mother’s Day boost?

There are a lot of popular things to get Mom on Mother’s Day, but we wanted to start at a high level by examining a few broad categories. We then examined weekly demand during the week just before Mother’s Day and compared that to demand throughout the rest of the year.

Here’s what we found:

There’s simply no time of year for fresh cut flowers quite like Mother’s Day. The week prior to the holiday, demand shot up by a stunning 269% compared to the annual average last year, far and away the largest boost out of any of our 4 primary categories.

Jewelry saw a healthy 38% increase, while greeting cards saw demand rise by 7%. Home & kitchen items, meanwhile, actually saw demand slightly decrease during the week prior to Mother’s Day.

Let’s take a closer look at each of these categories.

Fresh cut flowers gets its first massive boost during the week before Valentine’s Day, when demand shoots up by 143%. A figure that puts into perspective just how much more impressive Mother’s Day is as it nearly doubles the Valentine’s Day boost.

Demand remains mostly flat throughout the rest of the entire year, with a modest boost during the holidays, highlighting just how important Mother’s Day is for flower shops and florists across the country.

While jewelry may not see quite as large an increase in demand during Mother’s Day as fresh cut flowers, the week prior to Mother’s Day is tied with the week of Black Friday for the biggest week of the year.

After a post-Mother’s Day dip, demand shot back up during Amazon Prime Day, which was the third largest holiday of the year. But, again, it’s Black Friday through Christmas that drives by far the most sustained demand.

Mother’s Day does, indeed, drive some demand for Greeting Cards, just edging out Father’s Day for the third largest greeting card holiday of the year.

But with demand nearly doubling during the two weeks prior to Valentine’s Day, it’s far and away the clear winner, dwarfing even the holidays, which drive significant demand in their own right.

Home and Kitchen items, meanwhile, saw very little increase during the weeks leading up to Mother’s Day. Instead, it’s Black Friday and Amazon Prime Day that drive far and away the most demand.

A closer look at popular Mother’s Day categories and items

It’s clear that when it comes to celebrating Moms, their loved ones prefer special gifts like flowers and jewelry as opposed to home goods, but let’s take a closer look at some of the items in each of those categories to see which ones make the most (and least) popular gifts.

As for flowers, it’s clearly fresh cut all the way. Fresh flowers and live indoor plants also get a healthy boost in demand. Dried flowers and artificial plants and flowers, meanwhile, are a far less popular choice when looking for a Mother’s Day gift.

When we take a closer look at types of jewelry and types of jewels, anything rose quartz is a huge hit during Mother’s Day, as demand doubles the week before the holiday. Emeralds and sapphires were also popular types of jewels, while necklaces were the most popular type of jewelry to buy on Mother’s Day.

Every type of jewel and jewelry in this analysis saw at least some sort of boost during the week before Mother’s Day, with diamond earrings seeing the smallest increase at 2% above the annual average.

Jewelry organizers, meanwhile, saw demand decrease, once again highlighting that Mother’s Day is more about buying things meant to make moms feel special and less about practical gifts.

Learn more in our article: The Market Patterns of Jewelry Demand

While home and kitchen supplies as a broad combined category may have seen demand dip below the weekly average during Mother’s Day, some categories did see at least some sort of boost during the holiday. Kitchen racks and holders experienced a 44% increase in demand, while “chocolate baking” saw a 33% increase. Certain handmade items like linens and kitchen and dining wares also experienced a modest increase, while other types of handmade items were far less popular.

But while some of these categories did see demand increase, it’s important to take a step back and see where Mother’s Day fits within the context of the entire year.

A closer look at the home and kitchen item that drew the largest increase in our analysis—kitchen racks and holders—shows that Mother’s Day certainly did drive some extra demand for those items, but it’s almost nothing compared to the holiday shopping season.

Which is what we saw when examining the home and kitchen category at large as well, once again highlighting that jewelry and flowers are still the gifts of choice when it comes to celebrating the mothers in your life.

The impact of the COVID-19 pandemic on Mother’s Day shopping

Finally, we wanted to see how the COVID-19 pandemic has impacted the way Americans shop on Mother’s Day.

Two years ago saw Americans looking to celebrate Mother’s Day during the height of the initial lockdowns. So, did that change the types of gifts people searched for? Did those habits change last year? And how are things shaping up in the first couple months of 2022?

Let’s start by examining fresh cut flowers:

The trendlines over the past three years for fresh cut flowers are more or less identical. Mother’s Day 2020 still brought a significant increase in demand compared to the rest of the year, but monthly demand was certainly behind that of 2019’s pre-pandemic levels.

2021, meanwhile, saw demand return to nearly exactly that of 2019, suggesting the holiday was more or less “back to normal” last year.

The pandemic appeared to have no real negative impact on demand for greeting cards. In fact, demand has only gone up each year, with Valentine’s Day in particular growing significantly year-over-year since 2019 and hitting a new all-time high this year.

The early pandemic had a clear negative impact on jewelry, with demand dropping sharply amidst the early lockdowns in 2020. It did rebound quickly in May, however, with demand during the month of Mother’s Day 2020 actually outperforming that of Mother’s Day 2021.

Let’s take a quick look at this trend for our most popular type of jewelry:

Rose Quartz was apparently a surprise hit during Mother’s Day last year, as the surge we saw then didn’t happen in any previous year.

The trend for necklaces looks a lot like demand for jewelry as a broad category, with demand taking a sharp hit in the month after lockdowns in 2020, and a quick rebound in the following months.

2021, meanwhile, saw a much larger Mother’s Day bump than any previous year, although demand trailed off significantly through the back to school shopping season when compared to previous years.

To close, let’s examine home and kitchen items:

In each of the previous three years, demand for this category hits its high point during the holiday shopping season, but Mother’s Day 2020 saw an interesting change in the typical annual trend.

In the midst of the early pandemic shutdowns and social distancing, home and kitchen items appear to have been a much more in-demand Mother’s Day gift than during a normal year. Perhaps moms and gift-givers alike were all so into their new lockdown hobbies like making the perfect sourdough or getting the home office set up just right that jewelry and flowers felt like they just weren’t going to cut it.

Of course, that trend appears to have been an aberration, with Mother’s Day 2021 receiving no such boost.

A lesson for brands

From our data, it’s clear that major holidays like Mother’s Day can significantly increase demand for flowers and jewelry. Other items do receive some sort of bump, but for most houseware categories, Prime Day and the holidays drive much more demand.

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, schedule a demo today.

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Improve Your Amazon Advertising Strategy With One Simple Metric: True RoAS
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Improve Your Amazon Advertising Strategy With One Simple Metric: True RoAS

The purpose of advertising on Amazon is simple: increase traffic and conversions. But the approach to get those conversions is not always so simple. Your Amazon advertising strategy is based on current ad data and performance results such as your return on ad spend (RoAS). 

At a minimum, your RoAS number tells you how well you’re maximizing your ad spend. The problem is the RoAS you’re getting from Amazon or an advertising agency isn’t always accurate. 

As a top 3P seller on Amazon, Pattern helps brands improve their Amazon advertising strategy and results by providing them with one simple metric: true RoAS.

Understanding True RoAS

To understand why true RoAS is helpful to brands, you need to understand how Amazon and other agencies calculate and present your RoAS.

The key to growing your brand and maximizing your ad spend is to drive incremental traffic, rather than cannibalizing what has already taken place. For example, if you are selling probiotics, and paying for sponsored ads to win the keyword “probiotics for women”, but also organically ranked in the top results with the same keyword, that’s cannibalization. The RoAS score you would receive from Amazon includes that level of cannibalism, which inflates the number, causing you to pay more on ad spend. The best ads drive incremental growth instead of cannibalizing organic sales. 

At Pattern, we’ve created the acceleration software to make sure brands are getting their “true RoAS”. Pattern’s patented tool applies artificial intelligence to advertising to maximize incremental growth or true return on investment. 

Our software helps brands optimize their efforts by providing live and updated information on where your brand is not organically ranking, and what you should be paying for. If your ranking improves in one area, the ad spend will automatically decrease for those words or phrases until the software detects a drop in ranking, signaling that your ad spend should go up again. This dynamic monitoring of ad spend will help you maximize incremental growth and improve your RoAS.

Improve Your Amazon Ad Strategy with Pattern

Knowing your true RoAS is key to improving your Amazon performance. Advertising agencies and marketplace account managers often give you an inaccurate RoAS ratio or value, which only incentivizes you to spend more on advertising, ultimately increasing revenue for the agencies and/or marketplaces.

At Pattern, a 3P partner on Amazon and other marketplaces, we view our brands just as that: a partnership. When you win, we win. You succeed on Amazon by maximizing your ad spend and we have the data and resources to help you do just that. Accurate, transparent data and reporting will help improve your advertising strategy to drive more traffic to and conversions on your products. 

Ready to finally get your true RoAS? Contact us.   

Slowing Inflation is Music to Consumers’ Ears
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Slowing Inflation is Music to Consumers’ Ears

**Instrument Pricing Changes Tune Amid Record Inflation** Compared to 2022, consumers should expect to pay more for musical instruments, but the rate of inflation shows signs of slowing. **The backstory:** America’s most popular musical instruments saw a notable price increase in 2022 compared to 2021, but the rate of inflation eased in Q4 ’22. **Why it matters:** Slowing inflation within this product category could indicate economic pressures like increased demand, rising labor costs, and supply chain disruptions are easing across the consumer landscape. **What we’re seeing:** The average cost of musical instruments increased 7.5% from 2021 – 2022; however, when analyzing individual increases year over year, some instruments saw price increases as high as 21%. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-02Lwk" src="https://datawrapper.dwcdn.net/02Lwk/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones experienced a 21.73% increase compared to 2021 * Trumpets +20.08% * Flutes +18.6% * Recorders +16.13% * Saxophones +13.63% * Clarinets +10.55% * Drums +5.41% * Ukuleles +5.17% **However:** Inflation among these same instruments was significantly less in Q4 ’22 compared to Q4 ’21. In some cases, prices decreased from Q4 ’21 – Q4 ‘22: <iframe title="Price Change for Instruments — Q4 2022 vs. Q4 2021" aria-label="Bar Chart" id="datawrapper-chart-6X6GZ" src="https://datawrapper.dwcdn.net/6X6GZ/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones +11.23% * Flutes +10.41% * Saxophones +5.94% * Clarinets +5.59% * Trumpets +3.10% * Recorders +2.85% * Drums -2.59% * Ukuleles -8.46% **Moreover:** Certain instruments saw inflation reverse in 2022. On average, prices for melodicas, guitars, and violas saw their prices decrease by 4.41%, 3.19%, and 0.97%, respectively. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-0Tefk" src="https://datawrapper.dwcdn.net/0Tefk/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="259" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Diving Deeper:** Inflation was more significant when comparing Q4 ’21 to Q4 ’20 than when comparing Q4 ’22 to Q4 ’21, indicating a slowing down of price increases for consumers. <iframe title="YOY Q4 Price Change for Instruments — 2020 – 2022" aria-label="Stacked Bars" id="datawrapper-chart-p6iqt" src="https://datawrapper.dwcdn.net/p6iqt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="206" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * In Q4 ’21, average prices for all instruments were up 8.89% compared to Q4 ’20. * When comparing Q4 ’22 to Q4 ’21, the average price for all instruments only increased by 2.65%. **The takeaway:** While consumers should expect to pay higher prices for instruments this year, overall inflation impact within this product category appears to be slowing down. With National Ukulele Day coming up on February 2, now is a great time for ecommerce brands to take advantage of slowing economic worries and reach new consumers. * Want Pattern’s data science team to power your brand with consumer insights like these? Contact us to [request more information](https://pattern.com/contact-us/) today.

Slowing Inflation? What Musical Instrument Pricing Tells Us
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Slowing Inflation? What Musical Instrument Pricing Tells Us

It’s safe to say consumers and brands alike are eager for a change to the pattern of rising inflation, steadily increasing in many ecommerce categories . Pattern’s internal team’s data scientists analysis of instrument pricing shows a glimmer of hope that inflation may be slowing, which would be great news for brands selling online.

At Pattern, we’re interested in and monitoring trends and news related to pricing since price is a key factor in a brand’s profitability (as explained in the Ecommerce Equation). When brands are able to optimize their price, conversions, and traffic, they can optimize their profitability. And profitability leads to better allocation of resources, better brand control, and gives leaders the ability to expand their presence to new markets worldwide.

YoY Instrument Pricing Increased at a Slower Pace

When analyzing the pricing changes of instruments from 2021 to 2022, our teams found that prices increased, but at a slower rate than from 2020 to 2021.

As shown below, the year over year Q4 changes show quite a lower rate of increase.

Inflation Improvements Raise Profitability

Because inflation impacts online shopping behaviors, lower inflation can lead to better overall profitability for brands. This idea, of course, is nuanced, but Pattern’s Ecommerce Equation can help illustrate the general principle.

When inflation rises, consumers change their spending habits. Shoppers spend more time researching products, forego premium, higher-priced brands, and buy more in bulk. Brands tend to see a loss of loyalty as they’re forced to raise prices.

Price is a key variable in the Ecommerce Equation: price x conversion x traffic = profitability. As inflation lowers, brands can expect better performance in all of these areas—more traffic as spending habits return to normal, higher conversion from returning customers, and price that better fits consumer demand. As inflation lowers and these variables stabilize, brands will see profitability increase.

Raise Your Profitability with Pattern

As an ecommerce accelerator, Pattern is obsessed with gathering data that helps our brand partners succeed. We’ve created best-in-class technology, models, and analytics to understand changes on the horizon and inform our decisions. With an incredible team of data obsessed Pattern employees, we see what makes the difference in truly great ecommerce performance and apply those learnings for brand partners. 

Ready to improve your profitability? Contact us here.