Marketing & Merchandising | Store Operations
Mother’s Day purchase behaviour during COVID-19
June 16, 2020Leger surveyed 1513 Canadians from across the country between May 15 to May 17th 2020 (post Mother’s Day 2020) to explore what insights there may be for retailers around shopping for holidays like Mother’s Day, Father’s Day, Graduation Day etc. in a COVID -19 retail reality.
See also: Predicted Father’s Day purchase behaviour during COVID-19
2 IN 5 MADE A PURCHASE FOR MOTHER’S DAY THIS YEAR
Flowers were the most bought item for Mother’s Day this year, followed by chocolate and baked goods.
MOTHER’S DAY PURCHASE BEHAVIOUR DURING COVID
Most who bought flowers, chocolate & baked goods, and gift cards for Mother’s Day physically bought from a store, whereas clothing and electronics were more likely to be purchased through online deliveries. 15% of Canadians decided to celebrate Mother’s Day once the pandemic is over.
Overall, younger Canadians are more likely to have purchased gifts for Mother’s Day. Males were more likely to turn to chocolates & baked goods, gift cards and electronics vs. women. Few noteworthy regional differences.
ONLINE MOTHER’S DAY PURCHASE BEHAVIOUR DURING COVID
Younger Canadians (<35 years) are more likely to have made their Mother’s Day purchase(s) online (delivery or pick-up) vs. olderCanadians (35+years) across all categories. Males were more likely to shop for electronics online vs. females.
IN-STORE MOTHER’S DAY PURCHASE BEHAVIOUR DURING COVID
Younger Canadians (<35 years) are more likely to have purchased gift(s) for Mother’s Day in-store, particularly chocolate & baked goods and clothing.
OTHER PRODUCTS PURCHASED FOR MOTHER’S DAY
A MAJORITY SAY MOTHER’S DAY PURCHASE WAS THEIR FIRST CHOICE
Regardless of the COVID-19 restrictions in place, nearly 8 in 10 who made a Mother’s Day purchase(s) say it was their first choice.
