Retailers go big on Mother's Day this year

Retailers go big on Mother's Day this year

An Auckland retail advocate says the country's retailers have seemingly thrown everything at promoting Mother's Day this year.

"Mother's Day advertising is particularly prevalent this year for what is the second biggest single-day event in the retail calendar, behind Christmas. It seems more and more retailers have got on the bandwagon this year,” says Cameron Brewer, chief executive of the Newmarket Business Association.

“Overall retailers have had a pretty challenging summer and autumn and so Mother’s Day is a great hook to incentivise consumer spending.”

Mr Brewer says advertising activity around Mother’s Day also seemed to start earlier this year

“Mother’s Day promotions don’t traditionally begin until Easter is out of the way. With a reasonably early Easter this year, we’ve subsequently seen Mother’s Day being promoted for some weeks now.

“Given the fall in media companies' advertising revenues in the past year or two, advertising reps have had to get very proactive, and package together some great Mother’s Day advertising deals for retailers. Subsequently, we’re seeing more independent and smaller retailers promoting Mother’s Day this year, as well as the usual big format retailers driving it.

“Ironically it seems Mother’s Day is made bigger when the economy is sluggish, rather than when it’s roaring along. The question now remains as to whether retailers have been able to convert their advertising spend into customer spend,” says Cameron Brewer.

ENDS

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