Are Beauty Products The New Last-Minute Mother’s Day Gift? Beauty Retailers Saw Noticeable Spike 3 Days Before the Holiday; Flowers Go Strong Until Day Of, Reports Bluecore

Retail Marketing Technology Company Releases 2019 Shopper Trends and
Buying Behaviors Based on Insights from Retailers Actively Engaged in
Mother’s Day Marketing Promotions

NEW YORK–(BUSINESS WIRE)–Bluecore, the retail marketing technology company that more than 400
retailers rely on to launch highly-personalized campaigns at scale,
today announced the findings of its real-time analysis of shoppers’
ecommerce behaviors leading up to Mother’s Day. According to its new
2019 data, flowers and jewelry are still go-to Mother’s Day favorites,
but beauty joins shoppers’ last-minute shopping lists and high-end
apparel emerges as a high-performing Mother’s Day retail category.

Bluecore gathered and analyzed data from the 35 of its 400+ retail
clients. The company selected retailers in beauty, high-end apparel,
jewelry and specialty gifts with the greatest spikes in purchases in the
two weeks leading up to this year’s holiday. Its 2019 Mother’s Day data
is based on 5.10M orders and $527.7M in total sales.

Highlights of Bluecore’s 2019 findings include:

  • When did shoppers buy for Mother’s Day? Retailers began seeing
    significant increases in buying activity—as compared to an average
    day—beginning 12 days before Mother’s Day.

    • Specialty gift retailers (e.g., flowers, wine) saw the
      greatest spikes in last-minute purchases, with a staggering 100%
      increase
      in an average day’s purchase activity occurring two
      and three days before
      the holiday.
    • High-end apparel retailers (with average order values of
      more than $85) experienced a steady increase in purchases in the
      two weeks prior to the holiday, with a whopping 34% increase
      in purchases four days before Mother’s Day.
    • Jewelry retailers saw purchases increase 63%
      six days before Mother’s Day.
    • And beauty retailers saw purchases peak with
      a 59% increase in orders six days before the holiday
      and a 27% increase three days before Mother’s Day.
  • How many times did shoppers view products before making a purchase?
    Shoppers looking for gifts for mom viewed a single product multiple
    times before buying.

    • High-end apparel products were the most highly considered
      purchases, even above jewelry, with shoppers viewing a product up
      to 12.7 times before buying.
    • Shoppers viewed jewelry products 9.1 times before
    • They viewed beauty products 6.9 times before buying.
    • And they viewed specialty gift items 4.3 times
      before purchase.
  • How many products did shoppers view before making a purchase? Shoppers
    considered multiple products for mom before buying. Rates differed by
    category:

    • High-end apparel: Shoppers viewed an average of 7.1
      products before purchase.
    • Jewelry: They viewed 4.2 products before purchase.
    • Beauty: They viewed 3.4 products before purchase.
    • Specialty Gifts: They viewed 2 products before purchase.

Mother’s Day is one of the most lucrative buying holidays of the year,
predicted by the NRF to top $25 Billion in sales in 2019,” said Rob
Holland, COO of Bluecore. “Across the four retail categories we’ve
looked at, we saw spikes in shopper activity and purchases that rival
major buying holidays like Black Friday and Amazon Prime Day. While not
all retailers jump on the opportunity, those who are marketing to
Mother’s Day shoppers are seeing more sales, more repeat purchases and
more opportunities for consumer engagement leading up to end-of-year
shopping.”

Bluecore is the only company in the retail space able to deliver
real-time insights into consumers’ interactions with specific products,
and predict how those interactions influence future behaviors. It uses
these insights to personalize individual shoppers’ experiences, at
scale, through its AI-driven platform.

For comparison with its 2019 Mother’s Day findings, Bluecore’s complete
2018 report can be downloaded here.

About Bluecore

Bluecore
is a retail marketing technology company that is reimagining the way
retailers communicate with shoppers. Its 2019 launch of Bluecore
Communicate™ introduces retailers to a fundamentally different email
solution that replaces manual processes with an intelligent, AI-driven
workflow and the industry’s first fully performance-based pricing model.
Retailers can now manage ESP, triggers and personalized batch from a
single interface, enabling them to personalize 100% of their email
campaigns for the first time ever. Bluecore Communicate™ doubles email
revenue while reducing production time for more than 400 retailers
including: Staples, Tommy Hilfiger, Perry Ellis and Teleflora. To learn
more visit www.bluecore.com.

Contacts

Kieran Powell
[email protected]

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