The food gift-giving industry is a $21 billion a year business, with over 92 million Americans sending at least one food gift a year, according to the National Retail Federation. Although holidays generate many of those sales, it appears that the generosity and gifting spirt of today’s moms extend beyond traditional holidays.
According to a recent survey by BSM Media of over 1,000 U.S. women with children, 79% have sent a gift to someone in the past six months. The most popular gift for these women to send is food, with more than 65% of those gifts being sent outside of traditional holidays.
As more and more food brands and retailers are seeking new channels of revenue through online and offline delivery services, customized items and gift bundles, the following results may be valuable to connecting with mom consumers.
The good news for brands and food product manufacturers is that the majority of moms’ gift giving purchases are done online, making it affordable and easy to test entry into the category. Introducing limited edition flavors, exclusive customized products or bundled packages via social media could open up a whole new channel of distribution. Brands such as Burt’s Bees and M&Ms have successfully connected with today’s mom consumers by providing gift giving solutions. Tapping into the gift giving industry is a great way to extend your selling season and align it with the buying behaviors of mothers.