TheMarketingblog

Shaken & Stirred - Influential Brand Profiling and Positioning

Research : Looking to capture last minute Mother’s Day sales? / Rakuten Marketing

Ahead of Mother’s Day this weekend, Rakuten Marketing has mapped three purchase trends that retailers should bear in mind when looking to capture last minute Mother’s Day sales. The trends are based on data insights from its network of over 400 online retailers. Topline insights include:

  • 27% of mother’s day of sales are driven by shopping advice sites – highlighting the growing importance of shoppable content sites in the purchase journey
  • A further 22% of sales are driven by vouchers and special offers – proof Brits still love a bargain
  • Sales through tablets are on the rise around Mother’s Day up 70% year on year

Three Trends Shaping Mother’s Day Shopping

Using trend data from its network of 400 online retailers Rakuten Marketing reveals the top three things retailers should consider when marketing this Mother’s Day

26th March 2014 Mother’s Day is estimated to be worth over £400 million to the gifts and greetings cards industry[1]. As retailers gear-up for one of spring’s biggest gifting events, Rakuten Marketing releases three retail trends from across its network that marketers should take into account.

Mum’s the word, bloggers know best

It’s the one gift shoppers can’t ask their mothers advice on, but data shows this doesn’t stop them seeking advice from others online. In 2013, 27% of sales through the Rakuten Marketing network were  driven by shopping advice sites, including shoppable content sites such as Fashiolista.com and Polyvore. A further 22% of purchases were incentivised by voucher schemes and special offers. Demonstrating that sound shopping advice and value for money are top of most shopper’s agendas in March.

What a difference a day makes

The date of Mother’s Day markedly affects its success, research shows that typically the closer Mother’s Day is to Valentine’s Day the worse it performs[2]. This was echoed in sales data from Rakuten Marketing’s network, which showed the average order value fell 15% in 2013 when Mother’s Day was on the 10th March, that’s compared to a lesser drop of 3% on the 18th March in 2012. With Mother’s Day scheduled for the 30th, retailers should be optimistic for improved sales in 2014. Typically Mother’s Day sales spike six to seven days before the day itself.

Tablets springing sales

Although PC’s still dominate as the shopping device of choice for Mother’s Day, data showed gifts are increasingly being snapped up through tablets as well. Sales through tablets were up 70% year on year, accounting for 17% of Mother’s Day gifts bought through Rakuten Marketing’s 400 online retailers in 2013.

Commenting on the trend Mark Haviland, MD Rakuten Marketing said, “To capture a healthy piece of this £400 million marketplace retailers should place a premium on marketing through rich shopping content sites which make shopping about more than just the transaction. Furthermore failing to optimise and make sites trackable for mobile traffic, in particular tablets, means retailers could miss out on around one in every five sales (25%).

For further advice on marketing trends and how Rakuten Marketing could support with your campaign please visit Rakuten Marketing

About Rakuten Marketing

Rakuten Marketing provides advertisers and marketers with expert technology and services for affiliate marketing, retargeting, display, mobile, search marketing, lead generation, and automated product feeds. The company is headquartered in New York City and has offices in Australia, Brazil, Canada, Japan, the United Kingdom, and throughout the United States.

As part of Rakuten, one of the world’s leading Internet service companies, Rakuten Marketing includes Rakuten LinkShare the #1 ranked performance marketing network, Rakuten MediaForge, a leader in retargeting and display recognised for its pay-for-performance consumer engagement business model, Rakuten Search a full service search engine marketing company, and Rakuten PopShops, a data analytics engine and product feed and deals content aggregator.


[1] MINTEL, 2013 http://bit.ly/1m2tsze

[2] Kantar Research, 2013 http://bit.ly/1lgT6CU

 

photo credit: ~PhotograTree~ via photopin cc