Mother’s Day ecommerce revenues jump 54% year-on-year

Mothers’ Day: surge in online sales UK ecommerce retailers saw online revenues blossom in the lead up to Mother’s Day on 27 March, 2022, up 54% year-on-year and up two-fold on pre-pandemic levels. Traffic to ecommerce websites ahead of the day also rose 32% compared to 2021.

The growing demand for Mother’s Day follows the popularity of the 2021 iteration, when UK spend for Mothering Sunday was tipped to have exceeded £1.34billion, according to Statista .

Data from Wunderkind shows a double surge in sales, with the biggest spike in online revenues taking place on Thursday 17 March, when online sales jumped 80% on the daily average for the two week period preceding Mother’s Day. A second surge took place on Mothering Sunday itself, when revenues rose by +72% on the daily average for the same period.

Sales on Mother’s Day itself jumped 164% on the previous Sunday and this ‘same day’ online gifting trend follows that of 2021, when Deliveroo said it saw sales of Mother’s Day gifts increase by over 80% on its platform, with flowers the most ordered ‘last minute’ gift item last year.

Meanwhile, rather than the surges seen in the Mother’s Day online sales spikes, web traffic followed a steadier trajectory in the build up to the gifting day, rising +15% week-on-week, and up +31% versus 2021.

Customer engagement for Mother’s Day peaked on Friday 25 March, with email opens up 49% on the daily average for the two weeks prior, representing a 148% increase YOY for the same period.

Jon Halley, Regional Vice President EMEA at Wunderkind, comments: “Mother’s Day has blossomed into a key gifting day for retailers and consumers alike. The online increases in sales we have seen year-on-year are particularly marked because last year digital was the only shopping channel available during lockdown. Even with physical […]

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