Data Insights: Mother's Day 2018
This report reveals insights into shopper behavior leading up to Mother’s Day 2018. It offers retailers visibility into directional trends that are likely to impact Mother’s Day sales in 2019.
Bluecore gathered and analyzed the following data during the two weeks prior to Mother’s Day 2018. We reviewed shopper interactions with and activity by 30 retailers actively engaged in Mother’s Day marketing campaigns across the jewelry, beauty, specialty gifting and high-end apparel categories.
The following insights are based on analysis of 128.8M shopper events on these retailers’ ecommerce sites, including shoppers adding product(s) to cart, conducting keyword searches, viewing products and completing sales transactions. Bluecore derived this data from 22.3M first-party cookies, across 15.2M cart events, 226.5K unique products, 3.88M orders and $468.4M in total sales. The complete methodology can be found in the Appendix of this report.
Question #1: When can retailers expect an increase in purchases prior to Mother’s Day?
Specialty gifts, such as flowers and wine, still reign supreme with last minute Mother’s Day shoppers, with a 55% increase in purchases two days in advance of Mother’s Day and a 27% increase the day of. High-end apparel (average order value > $85) experienced a steady increase in purchases throughout the two weeks prior to the holiday, with a whopping 77% increase in purchases six days before Mother’s Day. Jewelry purchases increased 56% five days before Mother’s Day. And beauty sees three peaks, with a 29% increase nine days before the holiday, 28% increase six days prior and 29% increase again three days before Mother’s Day.
Question #2: How many first-time 2018 Mother’s Day buyers bought again, and how long did they wait to make their second purchase?
Two-time buyers are 130% more valuable than one-time buyers, so leveraging a first-time Mother’s Day purchase is an extremely valuable retention strategy for retailers. Across all categories, we see the second purchase occurring within four months (91 days to 114 days after the initial purchase), which will be a critical time period following the upcoming holiday and leading into Black Friday.
Question #3: Where do shoppers browse the most before buying? How many times do shoppers consider (or view) a product before making their Mother’s Day purchases?
While jewelry remains a highly considered purchase, beauty follows close behind. Because specialty gifting continues to capture last minute shoppers, it’s not surprising that gifts in this category receive fewer views prior to purchase.
Question #4: How personalized were retailers able to get with their campaigns?
Here’s a look at five ways retailers used data to micro-target shoppers based on granular insights into their behaviors leading up to Mother’s Day 2018:
- Product Affinity: They targeted shoppers who looked at a specific product in the last 120 days and are also known to be interested in a certain product category (i.e., handbags). Sample email subject line: ‘Mother’s Day Gifts better than a bouquet…’
- Category Affinity: They targeted shoppers who are interested in Mother/Daughter sets (i.e., matching outfits). Sample email subject line: ‘One dress for you. One dress for her.’
- Product Affinity + Likelihood to Convert: They targeted shoppers who looked at a product (i.e., bracelets) in the past 30 days and are also known to have a high chance of purchasing. Sample email subject line: ‘Late for Mother’s Day? $25 Shipping credit for you.’
- Likelihood to Convert: They targeted all shoppers who have a high or medium likelihood of purchasing in advance of Mother’s Day. Sample email subject line: ‘Had your eye on something special?’
- High Predicted Customer Lifetime Value (PCLV): They targeted shoppers with a predicted customer lifetime value in the top 70% of all shoppers. Sample email subject line: ‘Hand-Picked for Mom! Plus, 25% Off.’
Retailers are using predictive capabilities to find more shoppers interested in particular products. Predictive filtering allows retailers to expand their reach while still providing a highly relevant and personalized experience for each shopper.
Question #5: What were the most popular product types on Mother’s Day 2018?
- Most Popular Bracelet 2018: Charm Bracelet
- Most Popular Lip Product 2018: Lip Gloss
- Most Popular Handbag 2018: Cross-body Bag
- We reviewed data from retailers that saw spikes in purchases in the two weeks prior to Mother’s Day (as compared to purchases on a typical day). The category breakdown is as follows:
- Specialty Gifting (Flowers, Wine, Books)
- High-end Apparel (Average Order Value > $85)
Question 1: When can retailers expect an increase in purchases prior to Mother’s Day?
- We calculated the median percentage of change in the number of orders during the two weeks leading up to Mother’s Day, as compared to orders on a typical day, by category.
Question 2: How many first-time 2018 Mother’s Day buyers bought again, and how long did they wait to make their second purchase?
- For shoppers who made their first purchase in the two weeks leading up to Mother’s Day 2018:
- We calculated the median proportion of first-time buyers that became second-time buyers in the following months, for each category.
- We calculated the median number of days between the first and second purchase for each category.
Question 3: Where do shoppers browse the most before buying? How many products do shoppers consider before making their Mother’s Day purchases?
- For purchases made in the two weeks prior to Mother’s Day 2018:
- We calculated the median number of views before purchase in each category.
- We calculated the median number of products viewed before purchase in each vertical.
Question 4: How personalized were retailers able to get with their campaigns?
- We reviewed all campaigns that contained ‘mother’ or ‘mom’ in the campaign name or subject line during the two weeks leading up to Mother’s Day.
Question 5: What were the most popular product types on Mother’s Day 2018?
- Considering the set of beauty, jewelry and high-end apparel retailers, the bracelet, lip and handbag products saw the largest increase in number of orders over a typical week.