Zhongxin Finance, May 8 (Zuo Yuqing) "Every year on Mother's Day, you have to worry about what to give." On May 8, the annual Mother's Day came as scheduled, and many people chose holiday gifts for their mothers in advance.

　　Among the dazzling gifts, is the atmospheric type more popular, or the practical type is better?

Zhongxin Finance conducted interviews with major e-commerce companies and consumers.

Traditional flower delivery: carnations are no longer "outstanding"

　　Zhongxin Finance has noticed that as early as a few days before Mother's Day, "Mother's Day Flowers" has become the theme of the classification of flowers and plants in major e-commerce companies.

Due to the increase in order volume, some flower shops will even automatically pop up a prompt on the page, stating that the time limit may not be guaranteed, and some products may be temporarily out of stock.

Mother's Day notification from an e-commerce platform florist.

　　On Mother's Day on May 8, Meituan said that as of 12 noon, the number of flower orders had increased by nearly 60% over the same period last year. Carnations, sunflowers, roses, and lilies became the most popular flower categories on Mother's Day.

　　However, compared with the carnations in the past, Mother's Day has been "a hundred flowers blooming" in recent years.

　　"The data on May 7 shows that the sales volume of peony is more than that of traditional carnations, and the sales volume is twice that of the latter, making it the 'top card' flower for Mother's Day." The person in charge of Hema Garden said.

　　"I buy carnations every year, and I feel that there is a lack of freshness. This year, I saw that the bouquet of sunflowers mixed with roses is also good, so I gave them sunflowers instead." A consumer said to Zhongxin Finance.

Diversified gifts: practical consumption is more popular

　　In addition to flowers, practical gifts such as health care products, small household appliances and cosmetics are also favored by consumers.

　　"This year, I bought an eye massager for my mother, and she liked to use it before." Ms. Sun told Zhongxin Finance that compared with traditional flowers, she hoped that Mother's Day gifts would bring health to her mother.

Another consumer said that he bought a big-name handbag for his mother.

　　Before Mother's Day in the past three years, the average annual growth rate of the transaction volume of health products on the JD.com platform reached 217%, and the average annual growth rate of health service packages was 68 times.

Before Mother's Day this year, health products were still popular, and the turnover of health service packages and nourishing health products increased by 87% and 45% month-on-month.

　　Compared with the past, the gift structure of Mother's Day is also more diversified today.

JD.com's 2020-2022 Mother's Day commodity prices have increased in parity for several years.

　　In 2020, JD.com's product name contains "Mother's Day", that is, nearly 60% of the products recommended for festivals or participating in Mother's Day activities are concentrated in clothing categories, and other categories account for a small proportion.

　　Today, the number of beauty and skincare products in the online market related to Mother's Day has increased by 681% annually, the number of nutrition and health products has increased by 350%, and the number of luggage and apparel products has increased by 196%.

The highest proportion of Mother's Day-related products is the jewelry category, at 35%.

Off-site order growth: takeaway more popular than express delivery

　　For many wandering consumers, placing an order through e-commerce and then delivering it to the door is the first choice for gift-giving on Mother's Day.

However, it is difficult for express delivery to come to the door on time, and it will lose the "ceremonial sense" of the festival if it is delivered early and late.

Under this, "takeaway gifts" has gradually become a new choice.

Mother's Day flowers purchased by a community group.

Photo courtesy of an e-commerce platform.

　　"During this period, the express delivery has been unstable. The spring clothes I gave to my mother on Women's Day were not received until spring was almost over," said Mr. Du, who lives in Chengdu and works in Shenzhen.

This Mother's Day, he switched to "takeaway" to buy gifts. "Bought a robot vacuum for my mother, and it was delivered very quickly. She was also very pleasantly surprised to receive it."

　　This year's off-site orders on Meituan, which relies on "takeaway" to deliver gifts, increased by more than 40% compared with the same period last year.

Among them, Beijing, Guangzhou, Shenzhen, Chengdu, Nanchang and other cities ranked the top five in terms of off-site single orders.

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