Most consumers plan to shop in-store for Mother’s Day

Mother’s Day could bring some good news to store retailers.

Seventy-nine percent of consumers said they plan to purchase their gifts for Mother’s Day in-store this year, compared to only 38% who did so last year, according to a survey from shopping rewards app Shopkick. The most popular purchases include flowers (59%), gift cards (49%), clothing or accessories (30%), food items (29%), beauty and wellness products (19%) and fragrance or perfume (18%). 

The survey also found that, after more than a year of Zoom holidays, most Americans will gather together to celebrate Mother’s Day.  Sixty-one percent of Americans plan to physically gather with family this year compared to 52% last year. 

In making a gift decision, cost remains the most important factor (49%), trailed by style (19%), convenience (17%) and whether the brand aligns with personal values (16%). 

Fifteen-percent of gift-givers plan to spend more than last year. Of those, 37% said it is because they want to make up for not being able to fully celebrate last year. Across demographics, more Gen Zers (27%) plan to have bigger budgets for Mother’s Day gifts this year, compared to millennials (18%), Gen Xers (14%) and boomers (12%). 

“Americans are celebrating Mother’s Day in person, and they are heading to physical retailers to get their shopping done,” said David Fisch, general manager of Shopkick.

“That’s why it is essential for retailers to prepare for an influx of in-store shoppers, keep shelves stocked with popular Mother’s Day gifts and maintain a clean environment to create the most positive experience possible for consumers.” 

Shopkick surveyed more than 22,000 consumers across the nation between April 7 - 12, 2021 to gain insight into this year’s Mother’s Day plans, preparations and spending habits.