Mother’s Day is a holiday loaded with antici-ppointment – that is the anticipation of something great and the expectation that things won’t turn out like you want.
SOASTA teamed up with the Harris Poll and surveyed moms across America and discovered that 40 percent of US moms have been disappointed on Mother’s Day. We discovered that half of American moms would buy themselves a gift if they were disappointed on Mother’s Day, with nearly 1 in 5 doing so on Mother’s Day (16%), 14 percent the Monday after, and 14 percent the week after.
So that means there’s a new shopping trend on the horizon – what we’re dubbing “Mother’s Me Week.”
That means retailers need to be ready. They cannot just test in advance of Mother’s Day. Instead they need a different approach: continuous testing and performance analytics for their online stores to ensure a quality user experience.
This is important because nearly one in two moms (45 percent) say they would buy something online immediately to improve their mood if they were disappointed on Mother’s Day.
The number one choice was shoes, followed by tickets to a movie/theater/concert, massage appointment, jewelry, purse, going out clothes, and makeup.
My favorite choices?
Four percent said they wanted a better husband. Two percent said they wanted better children.
The upshot of our research?
Everyone should make Mother’s Day special.
But if families don’t do their part, then stores need to do their part. And that comes from pleasing the moms (finally!) with a great online shopping experience during “Mother’s Me Week” — and after — through continuous testing and performance analytics.
About the Author
As Chief Marketing Officer, Ann brings over two decades of marketing and product management experience to SOASTA. In this role, Ann leads the overall marketing organization that includes product management, product marketing, corporate communications, channel marketing, customer acquisition and lead-to-revenue strategy. Ann is a Silicon Valley veteran driving some of the most disruptive innovations in cloud, mobile, e-commerce, big data analytics, cybersecurity, networking and embedded systems. She is a leading advocate for better customer experience management and believes today's mobile and hyper-connected consumers deserve web and mobile applications that are fast, reliable and easy to use. Prior to SOASTA, Ann was Senior Vice President and Chief Marketing Officer at LiveOps. Ann also served in senior management roles at Symantec, Sybase (acquired by SAP), eBay and HP. Ann received her bachelor’s degree in electrical engineering and her master’s degree in business administration from the University of Florida.