Mother’s Day is celebrated in most countries, including the US, on the second Sunday in May. In 2021 this meant for many, Mother’s Day took place on 9 May. We highlight five takeaways from Mother’s Day event in the US and globally.
1. More confidence to celebrate
With the COVID-19 vaccination programme well underway in the US and other European countries, more people felt confident about celebrating the event compared to 2020. However, confidence does not appear to have reached pre-COVID levels. The National Retail Federation (NRF) reported 83% of US adults said they were planning to celebrate the event and almost half reported planning a special Mother’s Day outing activity, such as a brunch.
2. Pickup and prepared meals remain popular
Meal kits continue to be a popular meal solution for special events, especially in countries where safety remains a major concern. Malaysia’s urban farming company, Cultiveat, offered a Mother’s Day meal kit that included essentials to help prepare an easy-to-cook Mother’s Day breakfast at home. The kit was available online and benefited from free delivery.
3. Mother’s Day online shopping: promotions and same-day delivery
Retailers such as Australia’s Coles and the US’s Walgreens offered exclusive online promotions to encourage shoppers to shop the channel. The US’s Target encouraged shoppers to buy online through its offer of a free same-day delivery option for orders over US$50. It also attracted online shoppers on a hunt for last minute gifts with its same-day delivery option.
4. Extending the celebration
Walmart launched a month-long series of events for Mother’s Day, recognising the challenging year many will have experienced due to the pandemic. This included Mother’s May Markets, which were hosted in 32 Supercenters between 6 and 9 May. The launch was supported by a dedicated website, mothersmaymarket.com, where users could make custom cards and handmade gifts, and create curated gift lists.
5. Key gifting category: flowers
The NRF expected more spending for Mother’s Day 2021 and estimated shoppers would spend US$28.1 bn this year, a rise of US$1.4 bn on 2020’s figure. After greeting cards, flowers were suggested as the second most popular gifting product, with 68% of respondents saying flowers would be part of their gifting plans. The US’s Kroger offered to make life easy for shoppers looking to gift flowers to their mothers, by offering a home delivery service.
Want to know more?
- Find the latest news and insight on seasonal events here
- Read about activating the trend of BBQ and gardening in the UK here