Good news for mothers everywhere - respondents to our recent survey of digital shopping trends said they planned to spend more on their mothers this year than last.
ContentSquare surveyed 800 consumers ahead of Mother’s Day 2018 to find out how much people were willing to spend on their moms, and where they would go to purchase gifts.
Well, neighborhood florists can rejoice, because a majority of the consumers we surveyed still head to their local flower store when they’re in the market for blooms. Those who don’t have a handy nearby florist, or who prefer the convenience of digital, favor 1-800-Flowers over its competitors.
JEWELRY STILL A BIG HIT ON MOTHER’S DAY
Out of nine jewelry brands, Tiffany’s came out on top, with 50% of consumers saying they would opt for jewels packaged in the iconic blue box.
Those who splurge on gems are more likely to do so the old-fashioned way, with 87% of respondents saying they would be completing their jewelry purchases in a physical store.
This audience represents a tremendous opportunity for brands wishing to attract customers to their online platforms. Next-gen analytics can help teams locate friction points along the customer journey - the first step to developing seamless, converting digital experiences.
And offline conversion can still be encouraged online, by providing easy access to store locators or allowing shoppers to book in-store appointments.
AND FOR THE OTHERS, THERE’S ALWAYS CHOCOLATE
But the data also shows that while Tiffany’s has a loyal following, few mothers should expect diamonds this year. Around 30% of the consumers we quizzed said they had capped their 2018 Mother’s Day budget at $20, which might not stretch to much more than a bouquet of pink carnations or a box of chocolates.
When it comes to chocolates, consumers also have their favorites - 30% of moms who receive chocolate gifts will get a box of Ghirardelli this year, and 29% will receive Godiva chocolates.
And in just over a month, fathers will probably have chocolates coming their way too, since many shoppers have decided to adopt a similarly frugal approach to the celebration. Of all the people we surveyed, 45% couldn’t see themselves spending more than $20 on their dads.
Like every year, many consumers will be shopping online for tokens of parental appreciation, and will be looking for seamless digital gifting journeys. Whether they’re after chocolates, flowers, or jewels, customers today want fast and easy paths to checkout, across all devices.
WHETHER THEY’RE AFTER CHOCOLATES, FLOWERS, OR JEWELS, CUSTOMERS TODAY WANT FAST AND EASY PATHS TO CHECKOUT, ACROSS ALL DEVICES.
If you’d like to find out more about the digital gifting habits of consumers in the US, UK and France, read our special digital gifting report. It’s full of surprising insights into how shoppers convert from one country to the next, and on what.