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:
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.
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.
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.
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.
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.
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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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.