This year, Mother’s day takes place on 27 March – it’s always on the fourth Sunday of Lent.
And it’s the first time in ages that families will all be able to get together without restrictions or anxieties over Covid, and at last give Mum the love and treats she deserves.
With that in mind, our panel of experts has contributed to giving you the perfect Mother’s Day guide for sales success in chocs, drinks and more.
“Ahead of the annual Mother’s Day celebration, we can expect shoppers to be on the lookout for indulgent drinks options, and drinks that offer something special for a celebratory occasion,” says Diageo’s Head of Category Development Off Trade, Lauren Priestley, adding that retailers can maximise profitability during this time by stocking drink options that make great gifts as well as tap into the treat moment.
“We know liqueurs and specialities are the fastest growing category within spirits, and more specifically, cream liqueurs are growing at +30% in the off-trade. Cream liqueurs lend themselves to adult treat moments, therefore stocking options such as Baileys Original Irish Cream is key to making the most of the gifting opportunity.
Sandra Brunet, Marketing Director at Campari Group UK says you can “Show some amore” this Mother’s Day with the iconic Italian Aperitivo, Aperol, as it is the perfect way to help make mamma feel extra special – whether gifted or as part of a premium celebration. “The Aperol Spritz – the best-selling branded cocktail in the UK and the world – is a delicious, bittersweet and refreshing way to kick off Mothering Sunday celebrations,” she says. “As well as purchasing for consumption as part of Mother’s Day celebrations, retailers should suggest the classic 70cl bottle of Aperol as a gifting idea for shoppers looking to spoil their Mum,” she added, noting that in the first eight weeks of 2021 “we saw a 70% increase in online searches for Aperol Spritz compared to the same period in 2020.”
Alongside flowers and a bottle of something nice, chocolate is obviously the ultra-perfect gift for Mum. Premium brand Hotel Chocolat has announced its Mother’s Day collection for 2022 and the range includes plenty of gifts that she will love, from chocolate boxes to tasty tipples. While the brand’s Mother’s Day Sleekster is all-time bestseller, Hotel Chocolat is also selling an H-Box for Mother’s Day, which contains 14 chocolates and is priced at £13.50. Or, for a little gift to sit perfectly alongside flowers, the Pocket Collection contains eight chocolates and is priced at just £8.50.
Susan Nash, Trade Communications Manager at Mondelēz International, advises that confectionery is a key part of Mother’s Day sales, with growth of 23% in 2021. “Retailers should stock up on seasonal favourites such as Cadbury Roses in-store to tap into the much-loved occasion,” says Susan.
Impulse buying accounts for 40% of shoppers of Mother’s Day sales, so it’s important to plan ahead and make sure to create eye-catching displays in-store to drive shoppers’ attention. “As well as this, buying a meal is one of the main shopper missions for Mother’s Day, so if space allows retailers should consider offering a Mother’s Day meal deal option to maximise sales,” she adds.
Meanwhile, Ferrero UK’s Levi Boorer sets the scene for Mother’s day being a great way to open spring sales.
“Spring is a pivotal time of year for independent retailers, with various opportunities to showcase merchandising ideas and drive in-store sales, from the smaller occasions such as Valentine’s Day and Mother’s Day to the more significant events like Easter,” he says. While we’ve had everything from Mother’s Day on the doorstep to celebratory Easter dinner parties together over zoom, there weren’t as many opportunities for shoppers to buy boxes of chocolates to gift and share with loved ones.
“It also presents an opportunity for retailers to upsell more core products from loved brands that are available all year round, including Ferrero Rocher, Ferrero Collection, Thorntons Classic and Thorntons Pearls.”