With Mother’s Day fast approaching, new research unearths some surprising results about online gift shopping habits, indicating that luxury items don’t top the search list and it turns out mums aren’t putting their feet up, even on Mother’s Day…
The research, from Criteo examines the shopping trends that retailers need to be aware of if they’re to maximise sales opportunities and drive ROI on their digital advertising spend this year.
• Household items – such as washing machines, vacuums and kitchen appliances – drive the highest basket value for UK online retailers
• Gardeing tools are also popular seeing a 193% increase in demand
• 36% of online transactions take place across multiple devices
As a key date in the retail calendar, and an annual celebration to show our mums how much we care, popular items including flowers and chocolates remain staple gifts. However, Criteo’s data reveals in the two week lead-up to Mother’s Day it is household items such as washing machines, vacuums and kitchen appliances that drive the highest basket values for online retailers in the UK. Our mums aren’t putting their feet up, even on Mother’s Day!
Gardening tools are another popular gift for mums, seeing demand increase by 193% and total revenue double. As spring has now sprung and the sun is making an appearance, it looks like green-fingered mums will be making the most of the outdoors this year.
When it comes to making online purchases, a third (36%) of today’s online transactions take place across multiple devices, with over half on a smartphone. In the run-up to Mother’s Day, e-retailers should ensure they have an appropriate cross-device strategy in place, regardless of whether they’re selling flowers or homewares.
Jon Lord, Commercial Director at Criteo comments; “For retailers, the key to making the most out of Mother’s Day is to put the mobile shopping experience at the heart of online retail strategy. Understanding how shoppers make purchases for the big day and focusing on delivering a seamless, omnichannel experience – whether shoppers are browsing on a desktop or buying on a smartphone – should ensure that brands make the most of their marketing spend.
Clearly, sons and daughters up and down the country are taking the time to research their gifts on multiple devices before going on to purchase – hopefully this means Mum gets something she actually wants and deserves!”
A note on the data:
• Criteo Sponsored Products retail network data is compiled in aggregate from sales figures from some of the largest retailers globally.
• The weeks of 2/7/16 – 2/20/16 were compared with the weeks of 2/21/16 – 3/5/2016 to form this analysis.