But for retailers, it is really a test of relevance.
According to new research, quality is the top driver of Mother’s Day gift choice, selected by 51% of shoppers. Personalisation follows at 22%, with price close behind at 18%. Convenience? Only 5%.
That tells us something important.Consumers are not just looking for the fastest option.
They are looking for the right option.
A gift that feels thoughtful.
A product that feels worth giving.
A brand that understands the emotional context of the purchase.
And this is where retailers have a real opportunity.
Mother’s Day campaigns should not be built only around discounts or last-minute urgency. They should help shoppers choose with confidence.
The brands that win will be the ones that combine:
✅ quality messaging
✅ personalised recommendations
✅ timely offers
✅ seamless online and in-store experiences
Because Mother’s Day shopping is increasingly omnichannel too, with 47% of shoppers planning to buy both online and in person.
For retailers, the lesson is simple:
Emotion drives the occasion.
Relevance drives the purchase.
Execution drives the sale.
We see this across European retail markets: seasonal moments are no longer just promotional windows. They are loyalty moments.
And the retailers who understand what shoppers are really trying to express — not just what they are trying to buy — will be the ones that stand out.
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