Flowers, DTC set to benefit most during Mother’s Day

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UrbanStems sales grew 720% between May 8th and May 14th, 2023, compared to the average 10 weeks prior according to Earnest credit card data. That made the flower brand the largest benefactor of Mother’s Day spending across a basket of major retail and DTC companies. Flower and gift brands generally see the largest benefit from Mother’s Day, with 1-800-Flowers, ProFlowers, and Edible Arrangements, and Fromyouflowers sales all growing more than 300% compared to prior weeks. 

In recent years, DTC brands have also increasingly benefited from Mother’s Day. James Avery, Pandora Jewelry, Montblanc, JustFab, FIGS, Rothy’s, Fabletics, Kyte Baby, and Kendra Scott Design all experienced sizable sales boosts during 2023 Mother’s Day shopping week. Paper Source, Hallmark, and Woodhouse Day Spa were also among the top 20 brands in 2023 by Mother’s Day sales lift.

Create a free account in Earnest Dash to track category level spending during Mother’s Day 2024.