Mother’s Day: Reaching out to wonderful women everywhere
26 Feb 2023 / Insights
It's no surprise that every year, more and more Brits are jumping on board to make this Mother's Day extra special. In fact, 7 out of 10 people now agree that it's an important occasion to celebrate (+10%pts YoY).
But what's really on everyone's mind for Mother’s Day? Clear Channel's 2023 update on the Retail Occasions series has got you covered. Get the inside knowledge on what matters most to consumers, how families plan to spend their time, their budgets, and even where they'll be on the big day (mum’s the word!)
By Elizabeth Quach, Senior Research & Insight Manager
Celebrating mum with an OOH experience as unique as she is…
While flowers and chocolates are classic and lovely gifts, this year, we can expect more people purchasing and curating unique experiences for their mums. Quality time is the nation’s number 1 love language, as the top Mother’s Day activity is reported as family time and visiting mum.
Leisure spend is up +11%pts YoY, and average spend up +£10 YoY to £35. Leisure and experience purchases are great opportunities to spend quality time with family, and often a chance to do something they ordinarily may not do. We’ll be seeing families out and about, enjoying time out of home, and taking their mums out to eat, going to the theatre and catching the latest movies at the cinema.
Endless love and limitless budgets on Mum
Despite current cost of living impacts, with 37% saying they’re feeling financially worse, actual spend is still maintained. 81% continuing to spend the same or more than last year. This year, consumers will take their time planning their gifts and being more intentional. Consequently, impulse purchases are down -5%pts YoY.
What’s more is that consumers want to treat their mothers to the best. Indulgence and quality are top factors in retailer choice when it comes to food and grocery options. High street, shopping centres and retail parks are leading locations for research and browsing. Consumers will be looking out for guidance, and this is an opportunity for brands to offer meal inspiration and ideas for the event.
“Mother-up” your Marketing…
As consumers increasingly face some tough choices over the coming months, it's crucial for brands to stay ahead of the curve and ensure that they are reaching people at the right place and time. And, with the increasing number of shoppers venturing out to enjoy experiences and browse in-store, the place to be is undoubtedly out of home.
Out of Home advertising (OOH) provides an unparalleled opportunity to personally connect with consumers in real-world environments. Brands can leverage OOH to build strong associations with their target audiences, reinforce brand credentials, and influence purchasing decisions at the point of sale.
By utilising contextual OOH, brands can increase engagement with consumers by up to 32%*. It's the perfect way to be present alongside consumers as they explore and research in the real world.
So, if you want to maximise your clients' reach and impact this Mother’s Day, OOH is a must-have in your media mix.
Source: GlobalData Mother’s Day 2022, The Moment of Truth 2020
Want to know more about Mother’s Day?
Visit our Retail Occasions hub for all the low-down, or get in touch with our team using the form below to find out how you can activate shoppers around Mother’s Day.
Following on across the calendar year, we’ll also be uncovering the latest insights for Easter, Father’s Day, Summer, Back to School, Halloween, Black Friday and Christmas. Visit the hub to access the latest data as it’s released and stay tuned for more updates from us soon!
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