Better Conditions for Honoring Mom By Mothers Day
Better Conditions for Honoring Mom § By Mother’s Day 2021, millions more Americans will have received a COVID-19 vaccine and billions of stimulus dollars will likely be in the hands of consumers and circulating throughout the economy, which could make Mother’s Day celebrations less restrictive. § The Conference Board’s Consumer Confidence Index and CEO Confidence Index increased during January, although the January 2021 Small Business Optimism Index from the National Federation of Independent Business (NFIB), declined slightly. § With extra money in their pockets and the unprecedented amounts of money added to their savings during 2020, family members and friends are much more likely to spend some of that money to honor their mothers, as all of them deserve something extra after last year.
Disproportionally Stressed § A March 30–June 15, 2020 survey of expectant or new mothers in New York City found more than 78% of them had increased stress and mostly from financial issues (31%). § Even before the pandemic, 46% of employed mothers were already working low-paying jobs, compared to 37% of men. Many of those jobs were in restaurants, hospitality and retail, which suffered the most in terms of closings and/or staff reductions. § According to July 2020 US Census Bureau data, working women, age 25– 44 (32. 1%) were approximately three times more likely than men (12. 1%) to have stopped working because of childcare issues, and often because schools were closed.
Mom Is Ready to Travel § The pent-up demand to travel has been well-documented and the increasing pace of COVID-19 vaccinations is the driving force. According to a Deloitte survey, 70% of Americans already vaccinated feel safe staying at a hotel and 54% feel safe flying. § Based on the data at the bottom of page 1 of the Profiler, mothers deserve a vacation. The most-recent Omnitrak Compass survey indicates Gen Xers (35– 54) are likely to increase their travel plans first – and women of this age group have been the most stressed. § Tripadvisor research also reveals how much people are ready to travel, as “luxury beach resorts” and “luxury spa resorts” were the most searched phrases during January and 33% of Americans said they were likely to take three or more international trips during 2021.
Gift Trends § According to the Gifts & Decorative Accessories 2021 Gift Book Consumer Survey (October 2020), 45% of consumers said they were more likely to purchase a Mother’s Day/Father’s Day gift during the next 12 months, exceeded only by birthdays and Christmas/Hannukah. § “Useful” continued to be the most important gift attribute, according to 77% of Millennials and 66% each of Gen Xers and Baby Boomers, followed by “personalized”: Millennials 58%, Gen Xers 43% and Baby Boomers 44%. § Among these three generational groups, 20% of Millennials would be willing to spend $5. 00 to $6. 99 for a greeting card, compared to 19% of Gen Xers willing to spend $3. 00 to $3. 99 and 24% of Baby Boomers willing to spend $4. 00 to $4. 99.
Floral Business May Bloom Again § Although Mother’s Day 2020 occurred during the first bad surge of the pandemic, a Society of American Florists’ (SAF) survey found 70% of respondents said their sales increased, compared to just 30% who thought they would increase when surveyed pre-Mother’s Day. § A major challenge for florists for Mother’s Day 2020 was a lack of supply, no doubt a consequence of the pandemic’s significant, negative effect on most industry’s supply chains. With that experience, supplies for Mother’s Day 2021 are likely to be much better. § The floral industry experienced a large increase in online ordering for Mother’s Day 2020, or 46% via their Websites compared to 20% for 2019. A 27% increase in promotions generated a 20% increase of new Mother’s Day orders for approximately half of all florists.
Jewelry Always Sparkles and Shines § Although affluent consumers had the disposable dollars to spend during 2020, the pandemic caused a 23% decrease in the global luxury goods market, especially because of travel restrictions; however, Mother’s Day 2020 jewelry sales were still relatively strong. § According to a May 2020 MVI Marketing survey, 57% of husbands bought their female significant others jewelry and 13% a watch as a Mother’s Day gift. Among daughters, 31% jewelry, 5% watch, and among sons, 47% jewelry, 11% watch. § Almost half (48%) of Mother’s Day 2020 jewelry sales occurred at chain jewelry stores and 36% from major ecommerce sites. Local fine jewelry stores received 26% of online jewelry sales as did department stores.
Advertising Strategies § Mother’s Day ad campaigns and promotions are good opportunities for many retailers to offer a special coupon or discount with a qualifying purchase for a future purchase during the summer or for the Back-to-School season. § Travel agencies and leisure & hospitality companies could offer a special, long-weekend, solo getaway package for mothers as a stress reliever and an opportunity to escape the home. § If Mom and the family are still reluctant to visit a restaurant for Mother’s Day, a restaurant or a group of restaurants could offer a Mother’s Day picnic at an appropriate park, with limited reservations and live music and flowers for each mother.
New Media Strategies § Because mothers have been particularly stressed during the pandemic, consider an online contest to pick one or more mothers to receive a free week of a personal assistant, a nanny or a month of housekeeping services. § Florists can use social media to highlight the new flower and other plants for 2021 and offer a discounted package of flowers, so Mom continues to receive flowers monthly throughout the summer to help brighten more of her days than just Mother’s Day. § Invite fathers and children to share something special Mom did during the pandemic to improve everyone’s homelife, her positive attitude and how she lifted everyone’s spirit with short videos for social media posts.
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