SOASTA Warns 40% of Moms Have Been Disappointed on Mother’s Day

Stores Should Prepare for “Mother’s Me Week” Online Onslaught

MOUNTAIN VIEW, Calif.--()--SOASTA, the leader in performance analytics, released the results of its “Mother’s Me Week” Study which discovered that 40 percent of US moms have been disappointed on Mother’s Day. The research discovered that half of American moms would buy themselves a gift if they were disappointed on Mother’s Day, with nearly 1 in 5 doing so on Mother’s Day (16%), 14 percent the Monday after, and 14 percent the week after. SOASTA commissioned the online research, conducted on their behalf by Harris Poll among nearly 700 US moms, to alert retailers about the need for continuous testing and performance analytics for their online stores to ensure a quality user experience – whether it’s for key shopping events like Mother’s Day or new emerging shopping trends like Mother’s Me Week.

Over 1 in 10 American moms (12 percent) said problems with gifts caused them to be disappointed with Mother’s Day, including:

  • I had to buy my own gift - 5 percent
  • I could tell the gift was bought at the last minute - 5 percent
  • Gift wasn’t thoughtful - 5 percent
  • Gift was something I needed instead of something I wanted - 3 percent

Moms listed other reasons they were disappointed for Mother’s Day, including: I wasn’t recognized at all (12 percent); I had to do housework (10 percent); Spouse/partner only cared about their own mom not me (9 percent); kids didn’t acknowledge it properly (9 percent); the attention felt forced/obligatory (8 percent); Mother’s Day didn’t last the whole day – just a few minutes (7 percent); and family fights (5 percent).

Nearly one in two moms (45 percent) said they would buy something online immediately to improve their mood if they were disappointed on Mother’s Day, including: shoes (13 percent); tickets to a movie/theater/concert (13 percent); massage appointment (12 percent); jewelry (12 percent); purse (10 percent); going out clothes (10 percent); and makeup (10 percent). The choices with the least interest were “better husband” (4 percent) and “better children” (2 percent).

“We’re hoping both families and stores take our Mother’s Day warning to heart,” said Tom Lounibos, CEO, SOASTA. “Everyone should make Mother’s Day special. If families don’t do their part, then stores need to ensure that disappointed moms can count on a quality retail therapy experience that only comes with continuous testing and performance analytics.”

Survey Methodology

This survey was conducted online within the United States by Harris Poll on behalf of SOASTA from April 27 - 29, 2015 among 680 American moms ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables please contact SOASTA.

About SOASTA

SOASTA is the leader in performance analytics. The SOASTA platform enables digital business owners to gain unprecedented and continuous performance insights into their real user experience on mobile and Web devices – in real time, and at scale. With more than 10 million tests performed and more than 100 billion user experiences measured, SOASTA is the digital performance expert trusted by industry-leading companies including Experian, Gilt Groupe, Hallmark, Intuit, Microsoft and Netflix. SOASTA is privately held and headquartered in Mountain View, Calif. For more information about SOASTA, please visit http://www.soasta.com.

SOASTA is a registered trademark of SOASTA, Inc. All other trademarks are property of their respective owners. Other product or company names mentioned may be trademarks or trade names of their respective companies.

Contacts

SOASTA, Inc.
Mandy Rao, 650-390-6700
mrao@soasta.com

Contacts

SOASTA, Inc.
Mandy Rao, 650-390-6700
mrao@soasta.com