Mother’s Day Shopping in a COVID-19 World - GSP

Although nearly 75% of consumers are social distancing, the NRF reports 86% of shoppers surveyed plan on celebrating Mother’s Day. How will they honor Mom in the days of COVID-19? Here’s what consumer research says Mother’s Day 2020 will look like during a pandemic.

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How Will Consumers Celebrate Mother’s Day?

• 46% are still planning a special meal or other activity
• 66% admit they’ll celebrate virtually this year
• Mother’s Day shoppers are spending $8 more compared to last year, for an average of $205 on gifts and celebrations

How Are Retailers Marketing to Mother’s Day Shoppers?

• Cheesecake Factory is adding a $10 bonus to customers who purchase a Mother’s Day gift card and is offering meals curbside
• Target.com provides suggestions for virtual fun and virtual party hosting
• DoorDash is offering 25% off first food delivery purchases
• Local restaurants and gourmet grocery stores are offering care packages and curbside brunch

Which Categories Increased Most Due to COVID-19?

With families still opting to stay home this Mother’s Day, gift planning, according to the NRF’s survey, shows an uptick in the following three categories.

• The electronics grew 24% over last year
• Gifting books grew 22% over last year
• Housewares and gardening tools grew 21% over last year

What Are Shoppers Buying This Mother’s Day?

A RetailMeNot survey reveals 43% of shoppers plan on purchasing flowers while 34% of shoppers will purchase gift cards and 33% will buy dinner from a restaurant.

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