What are retailers doing for Mother’s Day this year?
According to the latest research from IBISWorld, Australian consumers will spend more than $78 per capita on Mother’s Day gifts this year. That’s approximately $1.62 billion in total, which is up from the $733 million consumers spent last year, according to a survey from Finder.com.au.
Behind these figures is a global network of online retailers, physical stores and shopping centres fighting to catch consumers’ attention to present objects worthy of the receiver.
Karim Mradmi, Body Shop Australia’s retail director, said this year they have focused on building an easier shopping journey for both their new and existing customers and loyalty members in both retail and e-commerce level by improving on their customer experience.
“Our gifting offers were strategically selected to generate interest and drive traffic into our stores and to the website,” Mradmi said.
“Our visual merchandising activation in store and digital content across both online and social media were diligently crafted to tell the story of the product, gifting, special buys and offers to create a compelling reason to engage and shop.”
Mradmi said the brand offerings in particular were supported with window assets featuring their Mother’s Day ‘Real Mum Moments’ campaign.
Inside Retail spoke to a number of retailers and shopping centres to see what they’re doing to appeal to Mother’s Day shoppers this year. As has been the case for the past few years, the focus is squarely on personalised gifts and experiences.
Design a bag for mum
Personalised handbag and accessories retailer Mon Purse is offering 30 per cent off on items bought on their site for the occasion.
The local design-your-own-bag brand has also announced on its Facebook page that they are hosting an in-store Mother’s Day party at their Paddington and Doncaster boutiques, offering complimentary hair and makeup touch-ups by Luxit makeup artists.
The first 25 customers to spend more than $100 in-store will receive a free Mother’s Day giftbox including a Mon Purse cosmetics case, face cream, lip gloss or multipurpose face paint and bath soak. Non-alcoholic drinks and treats by the Cake Inn will be served.
Think inside the box
The Body Shop has made it easier for customers to pick a present for Mother’s Day by offering discounted mini treats, fragrances and beauty and skincare essentials in gift boxes and reusable bags. Customers can put a personal touch to the presents by creating their own personalised box, bag or pouches.
The cosmetics retailer said it has also launched a new fragrance in time for Mother’s Day, its new White Musk Flora Fragrance and Limited Edition Cactus Blossom range.
“Both ranges also provided the opportunity to leverage our vegan, cruelty-free and community trade messages to create buzz and interest on this key gifting date,” the retailer said.
Lee Rodgers, The Body Shop Australia’s commercial director, said Mother’s Day is the perfect time to launch a fragrance, especially their floral feminine scent.
“White Musk Flora has performed incredibly strongly and has outsold our expectations,” Rodgers said. “Cactus Blossom featured a suite of strong assets, with a soft ‘feminine’-looking pack and floral theme, perfect for Mother’s Day.”
Buying in-store will also impress environment-conscious mums with the launch of Body Shop’s In-Store Recycling Scheme.
Initially available in five countries, the UK, Australia, Canada, France and Germany, the move allows customers to return their empty bottles, jars, tubs, tubes and pots in Body Shop stores for recycling.
“The stores in the five countries mentioned will feature a recycling bin where customers can return any five empty products from The Body Shop and receive an incentive,” the retailer said. It added that it aims to rapidly expand schemes like this within its global network and ensure every store has an in-store recycling solution.
“Ultimately, the company plans to close the loop and re-use the plastic in packaging, or in shop fixtures.”
Gift packs for a relaxing weekend
Bras N’ Things has introduced a new range of sleepwear in time for the special occasion featuring satin, florals, fleece and fun prints.
“At Bras N Things we always celebrate strong, empowered women, so Mother’s Day is a special campaign for us,” said Natalie Chalmers, Bras N’ Things national marketing manager.
“It’s a great time to honour the female role models who inspire and support you – whether that’s your mother, aunt, grandmother, close friends or a mentor.”
Sunshine Plaza is offering a bouquet workshop on May 11 complete with a hand scripted card for mum by Pixiedust Calligraphy. Customers can also have their gifts wrapped by SunnyKids charity for a gold coin donation.
The shopping centre has also announced it is offering prizes to be won for Mother’s Day gift packs to the value of over $1000.
“Head to @SunshinePlazaOfficial Instagram account and find the Mother’s Day Competition Post, like and comment on ‘What you love about your Mum!’,” Sunshine Plaza said in an announcement.
Mother’s Day pop-up
E-commerce giant Amazon has launched its own Mother’s Day online gift shop featuring personalised presents for mums, handmade gifts, flowers, chocolates and more. The online “pop-up” also includes deals under $20 for online consumers to browse through.