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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Global Ecommerce Weekly News: 27th September 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters]( Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail]( --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News]( Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News]( --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail]( DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail]( The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](

How an Amazon SEO Agency Should Be Serving Your Brand

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

4 Ecommerce Consultant Must-Haves

4 Ecommerce Marketplace Consultant Must-Haves

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. 

What is an Ecommerce Consultant?

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.

1. Brand Obsession/Specialization/Passion

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. 

2. Proven Results

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.

3. Wide Range of Marketplace Expertise

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.

4. Network of Resources

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.

Achieve Your Ecommerce Goals With Pattern

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.