Survey: Three in 10 shoppers to buy Mother's Day gifts online
Mother’s Day is only a few weeks away, which means it’s time for the release the annual Mother’s Day spending survey conducted by Prosper Insights and Analytics for NRF and Shop.org. Online shoppers this year plan to spend an average of $225.87, or 38 percent more than the average Mother’s Day shopper. That’s down $30 from last year, underscoring that online shoppers are committed to spending on Mom without breaking the bank. Here’s how online shopping for Mother’s Day breaks down:
- Shoppers buying gifts online will spend an average of $47 on jewelry, $37 on a special outing such as brunch or dinner, $27 on consumer electronics and $25 on flowers, among other items.
- Three in 10 shoppers plan to buy some portion of their gifts online, essentially unchanged from 2013.
- As usual, consumers also expect to tap their smartphones and tablets to research, shop and find coupons. Smartphone usage is on track to stay largely in step with last year, although consumers appear less inclined to use apps to compare prices. By contrast, online shoppers anticipate using their tablets less this year than last to research or buy product, compare prices or redeem coupons.
Retailers should make the best of this year’s Mother’s Day opportunity by:
- Demonstrating value – every way possible. Give shoppers a running shopping cart total as they shop, including estimated shipping and sales tax – the factor consumers told us is the most important in online shopping. Strategically placed product reviews and bestseller lists convey authenticity and instill confidence. Pull out all the stopes with video to explain the product yet further: Invodo has found that online shoppers who view a product video are almost twice as likely to buy as others.
- Prioritizing and marketing multiple shipping options – and the customer experience around those. Make sure your customers know about all available options to receive their Mother’s Day purchases. Gap recently announced that it is expanding its “reserve online, pick up in store” service, leveraging its store network to offer more services to customers across multiple touchpoints. Services such as ship-to-store and ship-to-third party locations will enhance free shipping offers while managing associated costs. Make sure the customer experience for all these offerings is smooth (ample customer service training in this area is paramount) and on-brand, not relegated to a corner of the store.
- Putting the store locator front and center on smartphone sites. Online Mother’s Day shoppers plan to shop not only online but also in department stores (33 percent), specialty stores such as florists, card shops and electronics stores (30 percent) and discount stores (17 percent). With this in mind, don’t bury the store locator way down after a raft of product categories, in a menu or with an obscure icon.
- Continuing to tune search strategy. In the first quarter of this year, RKG found that paid search spending on both Google and Bing grew 17 percent year-over-year, while organic search produced 30 percent of site visits, a dip from 33 percent a year ago. Retailers should also pay attention to Bing Product Ads as those continue to improve. Not surprisingly, mobile is increasingly important to the mix also, which RKG found produced 36 percent of paid search clicks and 31 percent of organic search visits earlier this year.
View and download the full results of the consumer outlook for online Mother's Day shopping in the NRF Retail Library.