Mother’s Day is a very special holiday that is celebrated every year to honor the “Mother” of every family. It is a celebration of motherhood and maternal bonds and the contribution of those women in our lives.
It is one of those celebrations that is celebrated globally in most of the major parts of the world. This day is generally observed on the 2nd Sunday of May by most of the countries. However, few countries observe this day at a different time of the year.
We will list down those countries by their celebration later in this article. Mother’s Day is not just about biological mothers, this day is also a celebration for those “mother-like figures” who act as our guardian angels and guides us in our lives. However, how was this day established? Let’s look at the origin of this day below.
Origin of Mother’s Day
The spirit of Mother’s Day can be traced back to ancient times where people used to celebrate mother-like Goddesses through festivals. However, the official declaration of Mother’s Day came in the early 19th century.
A woman named Anna Jarvis initiated a campaign to hold an official holiday that will honor the mothers of every family. She started her campaign in 1905 after her mother deceased. The very first form of any Mother’s Day celebration was when Anna Jarvis herself held a public memorial for her deceased mother in 1908.
From then on, Anna Jarvis pushed harder and with steady determination. Eventually, her effort paid off when President of U.S at that time (1914) signed a proclamation which made Mother’s Day an official holiday which would later be celebrated on the 2nd Sunday of every May.
Since the majority of the countries observe Mother’s Day on the 2nd Sunday of May, which only leaves very few countries that observe this day at a different time of the year. Here is a list of some countries who will observe Mother’s Day in a different time of the year –
- 22 March 2020: UK, Ireland, Nigeria, Guernsey, Jersey
- 25 March 2020: Slovenia
- 3 May 2020: Angola, Hungary, Portugal, Spain, Romania
- 10 May 2020: USA, Australia, Austria, Belgium, Brazil, Canada, China
- 26 May 2020: Poland
- 27 May 2020: Bolivia
- 12 August 2020: Thailand
- 16 November 2020: North Korea
Mother’s Day is all about spending that personal time with your mother or vice versa if you’re a mother. Since this day is mostly about the individual connection and the bonding, there are no fancy celebrations for it.
Most outgoing moms will either go to brunch with their children, shopping or spend some time with their family. Most children will shower their mothers with gifts and other things. That is exactly why it is a good day for business!
The celebrations also vary from country to country especially due to cultural differences in each country. However, two things remain constant in every country – love and gifts! Gifts are one of those things that symbolize Mother’s Day nowadays.
Expenditure & Market Value for Mother’s Day
Even though Anna Jarvis never intended to commercialize Mother’s Day but it is what it is now. The NRF (National Retail Federation) does a yearly survey of an estimated expenditure that the Americans plan to spend on Mother’s Day.
It should not be a surprise that most Americans don’t go for a homemade card or a DIY gift. In 2018, the total expenditure on Mother’s Day was $23.1B. This number is expected to rise to $25B+ this year. That is an average of $183.6 per shopper spending on Mother’s Day.
Among the total number of shoppers, a massive 86% of the shoppers are expected to spend on Mother’s Day this year.
According to NRF, in the last 16 years, the total expenditure this year is supposed to reach its highest. The market for Mother’s Day has always been consistent and good for business.
Potential Customers for Mother’s Day
In the past, the mothers weren’t much activity in the market during Mother’s Day. It was always someone else who used to do the shopping. However, with recent trends, the mothers have been encouraged to shop more during this occasion.
It is working for the business because mothers are getting out and buying things for themselves (as most businesses give out special offers and discounts).
When brands start to plan their strategies, they take into account that one family might have more than one mother or mother-like figure.
For example, an aunt, a grandmother or even great grandmother is also a mother. Below we will divide our potential customers into several segments –
Profession: We can divide the mothers into various categories. For example, we have single mothers, new mothers, mothers during pregnancy, working mother and much more.
Technically, the target customers are not mothers solely. The other mother-like figures in a family are target customers too – aunt, grandmother, sisters, neighbors and other women in and outside of the family.
Age: Starting from young mothers to great grandmothers, the age range of the potential customers is massive. Therefore, your business can set an age range from 18 – 80. Single mothers tend to be younger parents most of the time.
Therefore, when you target single mothers as your customers, you can also target young mothers at the same time. Likewise, you will find other similarities among different categories of mothers.
Type of products (2020)
|Product||% of customers planning to buy||Expected average expenditure/person||Expected total spending|
|Greeting Card||75%||$6.64||$843 million|
|Customized jewelry||53%||$45.45||$5.2 billion|
From the above table, we can see that, the top products for this year’s Mother’s Day are greeting cards, flowers, and clothing/apparel & customized jewelry. In addition, among these 3 out of 4 are POD products. Even though customized jewelry has a lower percentage of purchase than greeting cards or flowers, it still will contribute the most in the total earn from any specific business. Customized jewelry is one of the top picks of POD products. If you want to target this day, particularly greeting cards, clothing, and customized jewelry can be amazing POD products.
Everyone wants to do something special for their mother and Mother’s Day gives that opportunity to anyone who wants to celebrate and honor their mothers and mother-like figures. That is exactly why businesses do so well when they target this particular day. Everyone purchases something- big or small. POD business particularly does very well, considering the type of products they have to offer.