Adobe: Online sales for Mother's Day gifts surged in these categories...
Consumers spent the last weekend before Mother’s Day splurging online on select gifts.
New data from Adobe Analytics revealed that for the weekend of May 3 and 4, shoppers went online to find items for the moms in their lives. In fragrances for example, online sales were up 59% over the weekend (compared to average daily sales this year). For the most expensive fragrances, sales were up 90%. In purses & handbags, online sales were up 21%, while the most expensive goods were up 49%. In lipsticks, online sales were up 19%, while the most expensive goods were up 66%.
In each of those categories, trending products saw sales rise. In purses and handbags, purchases of crossbody bags were up 96% during the period, followed by clutches (up 81%) and totes (up 69%). In lipsticks, purchases of purple-toned lipsticks (e.g., purple, plum, mauve, berry) were up 93%, followed by classic red-tones, which were up 68%. Online sales of jewelry increased 79%, with charms and charm bracelets (up 128%), necklaces (up 91%) and earrings (up 63%) being the most popular.
[READ MORE: Survey: Flowers, greeting cards, gift cards top Mother's Day shopping lists]
Adobe expects a major uptick coming up for flower sales online, spiking on May 10 and May 11 in the range of a 500 to 550% increase. While deals will be more modest leading up to Mother’s Day (in the range of 2% to 5% off listed price), Adobe says consumers will see the best last-minute discounts on the following days:
- May 8: Flowers, electronics
- May 9: Home & garden products
- May 10: Appliances, personal care products, books, apparel and jewelry
A recent estimate from the National Retail Federation revealed that total Mother’s Day spending is expected to reach $34.1 billion this year. The amount is up from last year’s $33.5 billion and follows closely behind the record of $35.7 billion in 2023.
