After a year in which the pandemic wreaked havoc on millions of families, brands are pursuing a more sensitive approach to Mother’s Day marketing in recognition that many people lost their parents during the pandemic. And consumers are poised to respond well to the additional care, according to a new poll.
Last month, several retailers including Etsy and Parachute, offered their customers the option to “opt out” of Mother’s Day-related marketing. According to an Ad Age-Harris Poll, the majority of adults, or 66%, say they would have a better opinion of brands that allow for this option, and 29% of those surveyed said they would be more likely to purchase from such a brand. Roughly half, or 55%, of U.S. adults said they would choose to not receive any holiday-themed messaging.
The poll also found that opinions regarding Mother’s Day messaging could vary depending on age. Nearly half of Gen Z consumers, or 47%, said they would be more likely to buy from a brand promoting an opt-out option; 38% of millennials said the same.
Even as brands navigate these consumer sensitivies, they could be poised to benefit from a windfall of spending around the holiday. The National Retail Federation reports that spending is expected to increase by 5% to a record $28.1 billion in total, with shoppers spending on average $220.48.