‘Tis the Season

Mothers are the key demographic to reach to ensure a successful holiday shopping season for retailers. They hold a disproportionate amount of responsibility for gift-buying duties, with more than 70% of mums telling us in a recent survey that they would be responsible for at least three-quarters of gift purchases in their household this year.

Mothers are also making a fair share of their holiday purchases online. Almost one-third of respondents said they planned on doing at least 60% of their holiday shopping online. And more than seven in 10 expected to make at least 40% of purchases through digital channels.

Mums are also increasingly turning to their mobile devices when shopping at brick-and-mortar stores. Deal-hunting was a popular use for mobile devices among mothers employing them at brick-and-mortar stores—56% said they would use their mobile devices to track down discounts or coupons, while 50% planned to do price comparisons.

With mothers taking on the lion’s share of online holiday shopping responsibilities, marketers need to take efforts to stay on their radar in the weeks leading up to Christmas. Offering discounts and other deals are also a good way to remain relevant to mothers using their mobile devices during the path to purchase.