DTC reigns on Mother’s Day among under 34 year olds

DTC brands topped the 15 biggest Mother’s Day beneficiaries in 2022, according to Earnest Analytics credit card data. Women’s clothing subscription FabFitFun stood out with the largest sales lift during Mother’s Day week in 2022 compared to the preceding year-to-date.

For most brands, shoppers under 34 years old tended to spend more for Mother’s Day in 2022 compared to their regular weekly spend versus shoppers over 34 years old. This is especially true among the flower and jewelry brands like James Avery, Pandora, and Kendra Scott Design. National wellness chain Woodhouse Day Spa and women’s footwear brand Rothy’s were notable exceptions. Shoppers over 34 years old spent more at those brands during Mother’s Day than younger shoppers. 

Ten of the 15 retail brands with the biggest Mother’s Day lift in 2022 were online only, with the rest geared towards online-first selling. This suggests most shoppers are not picking up flowers or cards at brick-and-mortar specialty retailers for Mother’s Day purchases, a trend that may continue in 2023.