Consumer Behavior

Consumers jumping online for Mom's gifts this year

Photo by istock.com

May 7, 2021

Despite the fact COVID-19 vaccinations are increasing, two-thirds of U.S. consumers (64%) are going online to buy Mother's Day gifts.

In fact, 39% of U.S. shoppers view the prospect of visiting a physical retail shop for gift purchases as "daunting," according to Emarsys research.

"While many US retailers are welcoming shoppers back to shops and malls, the appetite for shopping in-store has definitely been dulled by the coronavirus pandemic," Payal Hindocha, Emarsys retail analyst, said in a press release on the findings.

According to a survey by NRF and Prosper Insights & Analytics, Americans will spend $220.48 on average on gifts for the holiday. The NRF data also shows a total of 83% of Americans are expected to celebrate the holiday, with overall spending expected to reach a record of $28.1 billion — $1.4 billion more than last year.

"Consumers are understandably still feeling uncertain about returning to the shops, but that doesn't mean they're not spending. With this year expected to be record-breaking, retailers will have to ensure their digital offerings are strong enough to cope with the high level of demand that's expected. With the future of retail so uncertain, it's vital that the online shopping experience is as smooth and enjoyable as possible. With Mother's Day proving to be such an important date in shoppers' calendars, this could mean the difference between survival or elimination for many American stores," said Hindocha.