Mother’s Day
Mother’s Day:
not just Champagne and flowers Mother’s Day presents a number of different consumer occasions for off-premise retailers and brands to leverage, writes Norrelle Goldring. So here we are, Mother’s Day CXII (112).
occasion - 49 per cent planned an outing and
three planned gifts were flowers, chocolates
According to the National Library of Australia,
68 per cent planned to buy flowers.
and cards, these aren’t necessarily what
the first Mother’s Day was celebrated in 1910,
Back on home soil, a 2021 Finder study
mums want. A McCrindle study listed
just two years after Anna Jarvis founded it
indicated that 62 per cent of shoppers
the top five ‘worst’ gifts as being “cheap
in the USA. Interestingly, its founder later
planned to buy their mum a gift, with a
chocolates, flimsy flowers, ugly underwear,
denounced the perceived commerciality of
planned spend of $102, and unsurprisingly
trivial trinkets, and any appliances.”
the occasion. Nevertheless, fast forward 100
flowers the top planned gift at 26 per cent.
or so years and 83 per cent of Americans
Whilst flowers and chocolates are traditional, and easy for the shopper, to
The gap between what shoppers buy and what mums want
mum they demonstrate a lack of thought
setting record occasion spending levels at a planned USD$220 per shopper for the
Whilst the Finder study showed the top
not being valued, and any appliance just
in 2021 planned to celebrate Mother’s Day,
34 | National Liquor News
and effort. Anything cheap denotes mum
