The upcoming Mother’s Day has added fuel to the consumer market. “Buying for mom” has become an important shopping purpose for young people recently. Judging from online and offline sales, jewelry, beauty products, flowers, etc. are still the most popular categories before Mother’s Day. On May 9, during the Super Category Day of the special sale e-commerce platform Vipshop’s “Heart Jewelry Gifts”, sales of jewelry and gold jewelry continued to rise. Among them, sales of gold bracelets increased by 134% year-on-year, gold pendants sales increased by 98% year-on-year, and pearl pendant sales increased by 134% year-on-year. Sales volume increased 2 times year-on-year. JD.com data also shows that in the two weeks before Mother's Day, the turnover of jade necklaces and jade bracelets doubled year-on-year, and the turnover of Hotan jade bracelets, Hotan jade necklaces, and gold chains all increased by more than 70% year-on-year.
Gold jewelry sales are growing rapidly before Mother’s Day/Photo source: Vipshop
In addition to traditional gifts, gifts for mothers are showing a more diversified trend. Young people buy different gifts for their parents based on the characteristics of different e-commerce platforms. They start to buy age-appropriate appliances on JD.com, Hanfu on Vipshop, flowers on Taobao, etc. Chen Lin, a "post-00s" girl, just got married at the beginning of this year. On Mother's Day this year, in addition to giving each of her two mothers a gold necklace, she also bought a women's POLO shirt for her mother on Vipshop.com on JD.com I purchased a cervical massager for my mother-in-law.
The consumption of Hanfu has attracted much attention recently. According to the relevant person in charge of Vipshop, "Mother's Day" and "outfits suitable for mothers" have become hot search terms on the platform. In the past two weeks, women's vests Sales volume increased by more than 63% year-on-year, and sales of women's shirts increased by 36% year-on-year. In addition, outdoor wear has also become a rapidly growing category before Mother’s Day, with sales of women’s fashionable sun protection clothing more than doubling year-on-year.
From the perspective of consumption trends, nutrition and health are also the mainstream of consumption before Mother’s Day. The “post-95s” not only began to share their health care experience with their parents, but also shared their own nutritional and health care products with their parents, such as milk thistle, Vitamins, etc. are also accepted by mothers. JD.com data shows that among traditional supplements, the turnover of freshly stewed bird's nest and Codonopsis pilosula have both increased by more than 40% year-on-year; among nutritional and health care products, the turnover of multivitamins, minerals, fish oil, and astaxanthin have all increased by more than 40% year-on-year; Vipshop At the meeting, lactoferrin productsProduct sales doubled year-on-year, and sales of dietary fiber products increased by 30% year-on-year.
Industry insiders said that judging from Mother’s Day consumption, the “post-95s” have gradually become the main group of household consumers. May is expected to usher in a consumption boom during the year. The successive "520" promotions and "618" promotions will continue to stimulate the vitality of the consumer market.
Upstream News Yang Xinhua
