Shoppers shrug off ‘Brexit blues’ ahead of Mother’s Day

Shoppers are gearing up for a record spend this Mother's Day, according to Savvy
Shoppers are gearing up for a record spend this Mother's Day, according to Savvy

New research by Savvy has revealed that shoppers are prepared to spend significantly more on Mother's Day in 2019 than before, shaking off concerns about Brexit and other woes for their loved ones.

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26 March 2019 | 0

New research from leading retail and shopper marketing agency, Savvy, has revealed Mother’s Day spending plans for UK shoppers. The survey of 1,000 household shopping decision makers indicates 64% of shoppers will be getting involved in the event this year.

According to Alastair Lockhart, insight director at Savvy Marketing, shoppers are putting aside their financial concerns to splash out on special occasions. “In 2019,” Lockhart said, “we expect UK shoppers to spend £1.23bn on Mother’s Day celebrations, with 43% intending to spend more than last year.”

These figures should cement the position of Mother’s Day as the most valuable trading event outside of Christmas, Lockhart said.

“Multichannel retailers can expect busy Mother’s Day trade,” he added, “as 54% of those celebrating the event plan to buy online. But with 51% seeking inspiration at the supermarket, there is a lot play for in-store, especially considering 38% of Mother’s Day shoppers expect to leave their shopping until the last few days.”

The key findings of the Savvy research were:

  • 61% of shoppers agreed that Mother’s Day products in shops are ‘boring and lack inspiration’.
  • 54% will be shopping online this year for gifts
  • 51% of shoppers used a supermarket to hunt for ideas
  • 49% of shoppers said they would be prepared to spend more if better products were available
  • 27% of shoppers used Google for inspiration
  • 26 percent will leave making any plans until the week before the event – though 17% admitted that they would be leaving it to the last minute and 21% said they’d make some plans a few days before the day.
  • 16% would be relying on word of mouth e.g. friends or family for inspiration – the same figure would be searching on Facebook for inspiration.
  • 13% of shoppers said they’d be planning at least three weeks or longer before the occasion.

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