Will Mother’s Day provide a sales boost for Retailers?

Intelligent Reach, experts in product level marketing, data quality & performance, predicts that Mother’s Day 2015 will deliver a strong sales boost for online retailers. With Britons expected to spend in the region of £400 million on Mother’s Day this year, it has become a key date in the retail calendar.

 

Mother’s Day typically marks the start of the Spring/Summer shopping season, giving retailers the perfect opportunity to promote seasonal purchases and boost sales. For online shopping search channels in particular – including Google Shopping – Mother’s Day 2014 saw increased activity and performance year-on-year. An analysis of 10 of the UK’s top retailers revealed a 22% increase in revenue, as well as with a 6% increase in orders, compared to March 2013.

Along with this increase in overall revenue, the Intelligent Reach platform has witnessed particular categories performing exceptionally well in the two week run-up to Mother’s Day. Grocery, for example, saw orders up 121% in 2014, with associated revenue up 156%. Health & beauty experienced 116% more clicks, leading to a 54% increase in orders, whilst garden purchases were up by more than a fifth (22%).

Steve Rivers, CEO of Intelligent Reach, commented:

“The fact that more than a quarter of Britons now purchase a Mother’s Day gift makes it an important day in the retail calendar. With online shopping continuing to grow alongside the use of search channels like Shopping Search and Google Shopping, based on monitoring current performance, we predict Year-on-Year performance for 2015 to outstrip that of 2014.

In order to maximise this opportunity, retailers should consider promoting products in historically popular categories – for example, perfumes and make-up in the beauty category, and wine and chocolates in the grocery category. In addition, retailers must make sure that products like these can be found easily – everywhere that consumers are looking for them – and  also take steps to ensure that their product content is optimised to ensure relevancy to consumer product searches. The retailers that rise to this challenge will not only see an increase in clicks, but will also see their orders and revenues climb significantly.”

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