Mother's Day boosts online sales 15%

Mother's Day proved to be prosperous for online retailers as digital sales grew more than 15 percent in the week prior to the event this year compared to 2014.

Online sales of gift items grew nearly 91 percent while jewelry sales increased online by 40 percent in the week leading up to Mother's Day, according to a  benchmark study by IBM Digital Analytics.

Department stores were the biggest beneficiary of Mother's Day sales as total online sales grew by 19.3 percent over the same period last year. Online apparel sales jumped 25 percent, and jewelry grew 11.4 percent.

"Mobile traffic accounted for 46.3 percent of all online traffic, up more than 21 percent compared to the same period last year," IBM said in a statement. "Mobile sales saw strong growth, up more than 43 percent, reaching over 24.4 percent of all online sales."

But even as mobile grows, the desktop reigned supreme for Mother's Day shoppers. "Desktop PC traffic represented 53.5 percent of all online traffic, and 75.7 percent of all online sales," according to the report. And desktop shoppers spent more money, with an average order value of $118.15 compared to their mobile devices at $104.28, a difference of 13.3 percent.

One key takeaway is that personalization does matter. According to IBM subsidiary NorthPage, "leading gift and jeweler sites expanded e-commerce functionality to enable product personalization and customization which drove increased product identification and conversion rates."

For more:
-See this IBM Digital Benchmark report

Related stories:
Consumers to spend $10 more on Mother's Day than in 2014
60% of shoppers increasingly shopping online
Survey says shoppers want more personal, but less personalization
Mother's Day spending to top $18B, most will shop online
Digital influences $1 trillion in retail sales

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