UK Retail Occasions: Mother's Day 2013

Published: March 2013
No. of Pages: 55
   

Synopsis

This report provides an in-depth understanding of how consumers behaved over Mother's Day 2013: what did they buy, why did they buy it and where did they shop, are all examined. In addition, the report examines people's opinions of retailers and of what they are looking for when buying Mother's Day products. The report is driven by unique consumer data and interviews.

Introduction and Landscape

Conlumino's Retail Occasions series helps you to understand how consumers are shopping across the various events and occasions in the retail calendar. For each occasion we analyze the results of a large consumer survey to understand what's happening and what it means for you.

Key Market Issues

1. Understand what's being purchased
We explore what products people are purchasing for each of the key occasions and analyze the penetration rates for key categories. A wide range of products are covered including food, gifts, clothing and goods for the home.

2. Understand where it's being purchased
We monitor which retailers consumers have visited for each of the occasions, what they have used those retailers for and what they thought of them. We analyze retailer customer share both overall and by product category.

3. Explore what's being spent
We examine how much people are spending and intend to spend across the various categories and products and how this differs to previous years. We also look at total household budgets for the various occasions.

4. Understand how people are celebrating
We take a broad look at what people are doing for the various occasions, how they intend to celebrate them and how these things are influencing and affecting their retail and buying behavior.

5. Explore key issues by demographics
We analyze all of the above at an overall level but also provide a breakdown by key demographics as well as by region. On a bespoke basis we can also isolate and explore specific consumer segmentations.

Key Highlights

Accepted Annual Obligation
Met with much less resistance compared to occasions such as Valentine's Day, the purchase of products such as Mother's Day cards and flowers is viewed as very much an accepted annual obligation; undertaken by a high proportion of shoppers. Indeed, a majority believe the Mother's Day occasion to be an important one, with only a small proportion citing guilt as a purchase motivator, highlighting the high buy-in into the occasion.

Economic Conditions Having An Impact On Spend
Nonetheless, almost a quarter of consumer said that they spent less on Mother's Day 2013 than the year previous; hardly surprising when considering that over a third consider themselves to be worse off financially against a backdrop of squeezed disposable incomes and rising living costs. Moreover, while a majority said that they spent roughly the same amount, once high inflation - particularly on food - has been factored in, volumes have been negatively impacted.

A Focused Purchasing Process
The Mother's Day purchasing journey is generally rather narrow and focused, with the majority of consumers purchasing a card, and flowers and food and drink both commanding clear pre-eminence in relation to gift purchases. Just under quarter said that they find it difficult to buy the right thing for Mother's Day. This not only reaffirms the importance of price and convenience in driving demand, but also means that boasting high quality, edited choice in traditional categories is imperative.

Potential Around The Mother's Day Meal
The general trend towards dining-at-home provides big opportunities for grocers. Given that many food purchasers are men, of particular importance is ensuring that meal solutions which are convenient and easy to prepare are provided. These can be linked with meal-deal promotions which help drive perceptions of value for money. As Mother's Day lunch or dinner coincides with the time most families would have a traditional Sunday roast, marketing meat and vegetables is also important.

UK Retail Occasions: Mother's Day 2013

Table Of Contents

1. Overview and summary of findings,
2. Consumer attitudes to Mother's Day,
3. Food purchasing,
4. Gift purchasing,
5. Seasonal non-food purchasing,
6. Technical appendix

List Of Tables

1. What's driving store selection: food
2. Average spending on Mother's Day food, overall and by retailer
3. Detailed drivers of store selection: food
4. Retailers used: food and drink gifts
5. Buying penentration and spend by product: food and drink gifts
6. Retailers used: home wares
7. Buying penentration and spend by product: home wares
8. Retailers used: clothing
9. Buying penentration and spend by product: clothing
10. Retailers used: plants and flowers
11. Buying penentration and spend by product: plants and flowers
12. Retailers used: books
13. Buying penentration and spend by product: books
14. Retailers used: music and film
15. Buying penentration and spend by product: music and film
16. Retailers used: jewellery
17. Buying penentration and spend by product: jewellery
18. Retailers used: electrical goods
19. Buying penentration and spend by product: electrical goods
20. Retailers used: beauty and personal care
21. Buying penentration and spend by product: beauty and personal care
22. Retailers used: gardening and DIY
23. Buying penentration and spend by product: gardening and DIY
24. Retailers used: stationery
25. Buying penentration and spend by product: stationery

List Of Figures

1. How consumers feel in financial terms compared to last Mother's Day
2. How Valentine's spending this year compares to last year
3. Percentage of consumers partaking in Mother's Day
4. Ways consumers paid for Mother's Day spending this year
5. What people did to celebrate Mother's Day
6. Which retailers were best at promoting Mother's Day?
7. Consumer attitudes towards Mother's Day
8. Retailer ratings for Mother's Day: price
9. Retailer ratings for Mother's Day: quality
10. Retailer ratings for Mother's Day: range
11. Retailer ratings for Mother's Day: display
12. Retailer ratings for Mother's Day: products
13. Retailers used for Mother's Day food shopping
14. Main retailers used for Mother's Day food shopping
15. Buying dynamics: fresh meat
16. Buying dynamics: fresh vegetables
17. Buying dynamics: fish
18. Buying dynamics: meal deals and ready meals
19. Buying dynamics: deli products
20. Buying dynamics: baking ingredients
21. Buying dynamics: chocolates and sweets
22. Buying dynamics: biscuits and cakes
23. Buying dynamics: desserts and puddings
24. Buying dynamics: wine
25. Buying dynamics: champagne
26. Buying dynamics: other alcohol
27. Buying dynamics: Soft drinks
28. Buying dynamics: tea and coffee
29. Who did you purchase Mother's Day products for this year?
30. Average total spending by gift type
31. Buying penetration: food and drink gifts
32. Buying penetration by demographic: food and drink gifts
33. Buying penetration: home wares
34. Buying penetration by demographic: home wares
35. Buying penetration: clothing
36. Buying penetration by demographic: clothing
37. Buying penetration: plants and flowers
38. Buying penetration by demographic: plants and flowers
39. Buying penetration: books
40. Buying penetration by demographic: books
41. Buying penetration: music and film
42. Buying penetration by demographic: music and film
43. Buying penetration: jewellery
44. Buying penetration by demographic: jewellery
45. Buying penetration: electrical goods
46. Buying penetration by demographic: electrical goods
47. Buying penetration: beauty and personal care
48. Buying penetration by demographic: beauty and personal care
49. Buying penetration: gardening and DIY
50. Buying penetration by demographic: gardening and DIY
51. Buying penetration: stationery
52. Buying penetration by demographic: stationery
53. Buying penetration: experience
54. Buying penetration by demographic: experience
55. Buying penetration: vouchers and money
56. Buying penetration by demographic: vouchers and money
57. Purchasing sales channels for seasonal non-food
58. Average spend on seasonal non-food products
59. Buying dynamics: cards
60. Buying dynamics: gift wrap
61. Buying dynamics: gift bags
62. Buying dynamics: gift wrapping accessories
63. Buying dynamics: decorations for the home
64. Buying dynamics: sellotape

Published By: Conlumino
Product Code: Conlumino11


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