The COVID-19 pandemic has put mothers – and all parents – under the exceptional stress of needing to fulfill even more roles than they have before: educator, P.E. teacher, entertainer, BFF, chef, nurse, psychologist, breadwinner, and many more, all at the same time.
These duties are not going unrecognized: 78% of consumers say that celebrating Mother’s Day is important to them this year according to NRF.
As we progress in the new normal, consumer behavior has continued to evolve with every shopping occasion. This Mother’s Day, all signs are pointing to a calm celebration at home with gifts crafted with humility and care. For brands, this is an invitation to help consumers capture Mother’s Day connections. Here a few new trends that are worth noting.
Changing omnichannel behaviors
According to a new survey from BIGToken, the ways in which consumers are purchasing items for their Mother’s Day celebrations are fluctuating. Consumers are now evaluating their options more carefully instead of rushing to try new modes of shopping because of sudden shelter-in-place orders. Brands need to be authentic in their messaging when reminding consumers of convenient options, especially for those that may have stepped back from curbside pickup after trialing these services for groceries and other essential needs.
Gifting habits are reflective of economic impact
The economic impact of COVID19 is beginning to be reflected in how consumers are adjusting given current income constraints. Sixty-nine percent of typical Mother’s Day spend is being reoriented to savings or settling debt and comfort purchases (BIGToken). Fifty-nine percent of consumers say value and cost are the most important drivers in gift searches (Shopkick). Brands should adjust their messaging to showcase value and functional benefits of potential gifts for this special day to drive consumer appeal.
Mother’s Day will be homemade and genuine
The resurgence of cooking at home has influenced 87% of consumers to plan on buying groceries for a homemade Mother’s Day meal versus ordering takeout (Shopkick). Brands and marketers need to be inspiring creativity for those choosing grocery shopping over takeout and other ideas for virtual displays of love. In fact, searching for “family goals” is up 43% on Pinterest, showing that consumers are more focused on family values than ever. Appearing more genuine in today’s trying times will go a long way in helping consumers go the extra mile for an at-home celebration.
As families continue to settle into their stay-at-home lives, their spending behaviors and attitudes are also continuing to change – moving from panic buying and convenience to more thoughtful, conscious decision-making. With the stress of all family members at home and the many roles mothers are taking on throughout this pandemic, there is an overwhelming consensus that a celebration is more than deserved.
In order for brands to capture gift-givers’ attention, messaging strategies need to shift to inspire creativity and convey functionality to secure the evermore conscious dollar.