What LVLY, Camilla, Koko Black and Mrs Fields are doing this Mother’s Day

Compared to other sales events throughout the retail calendar, Mother’s Day celebrations aren’t typically thought of as a bumper celebration. However, Australians are tipped to spend almost $1 billion ahead of this weekend’s event, according to the Australian Retailers Association, across retail segments such as food, flowers, homewares and clothing.The predicted spend is $166 million higher than 2022’s result, and could signify an appetite among customers to spend – even if only temporarily. “While people may be reluctant to spoil themselves due to the high costs of living, they still want to splash out on loved ones,” ARA chief executive Paul Zahra said. “Amid ongoing cost of living pressures, many will be making an exception to spoil their mums – or in some instances other special people in their lives.”Relevant retailers are looking to cash in, with brands coming up with new and interesting campaigns so customers can spread the love.For chocolatier Koko Black, Mother’s Day is one of the business’ most important holidays, eclipsed only by Easter and Christmas. Following some lonely pandemic years, the brand is expecting Mother’s Day to be a big one. “We have seen a strong shift back to retail as customers look to in-person shopping experiences, and engage with our products and staff in-store,” Koko Black’s senior brand manager Kyle McKnight told Inside FMCG. “While  cost-of-living pressures are being experienced, we’re seeing that customers are still looking to treat themselves and their loved ones.”Cookie company Mrs Fields’ marketing manager Tamika Datson agreed, noting that customers are looking to support smaller, local businesses when shopping for presents. “[It’s] one of the most significant changes in consumer behaviour during the pandemic,” Datson told Inside FMCG. “People have developed a stronger sense of community and a desire to support small businesses.”According to Datson, Mrs Fields has seen a spike in online shopping, and has started offering cookie delivery to certain locations ahead of Mother’s Day weekend. Better togetherBrand collaborations are an easy and effective way of reaching new customers, often relying and selling to two brands’ audience rather than one, and Mother’s Day provides a perfect platform to do so.  For example, Koko Black partnered with Four Pillars distillery to release a range of pralines inspired by the distillery’s popular flavours. Likewise, online florist LVLY partnered with fashion designer Camilla Franks to create a bespoke print for its Mother’s Day range. “It’s a privilege to see LVLY’s name alongside fashion icon Camilla – the brand’s vibrant and iconic aesthetic is the perfect fit for Mother’s Day, our biggest event of the year,” LVLY marketing manager Soniya Cooper told Inside FMCG. “What’s really exciting about this collaboration is, for the first time ever, LVLY will be featured in 18 Camilla boutiques across Australia. It’s a pinch-me-moment to see LVLY in-store, and Mother’s Day is the perfect time to bring this exclusive product offering to life.”Cooper called Mother’s Day the “grand finale of the flower industry.” Despite the return to stores, online pre-sales for the weekend are ahead of expectations. “The huge shift to online shopping isn’t going to go away. People have found a new level of confidence with buying online [and] our category has definitely grown,” Cooper said. “The key occasions of birthdays, anniversaries, births and sympathy are still driving most of the volume, but we’re seeing a big trend in ‘just because’ gifting, with people checking in on each other\’s mental health.”