Mother’s Day Consumption: Sales of Gold Jewelry Rising, Experience Young People’s Hobbies with Mom

Industry insiders say that from the perspective of Mother’s Day consumption, the post-95s have gradually become the main consumer group in households.

Mother’s Day is approaching, and from both online and offline sales, jewelry, beauty, flowers, and other products are still the best-selling categories before Mother’s Day. In addition, many young people have begun to pay attention to the need for mothers to keep up with the times, and take the opportunity of Mother’s Day to experience projects that young people love.

The reporter from First Financial News learned that on May 9th, during Vipshop’s “Heartbeat Jewelry Gift” super category day, sales of jewelry and gold jewelry continued to rise, with sales of gold bracelets increasing by 134% year-on-year, gold pendants increasing by 98% year-on-year, and pearl pendants increasing by twice year-on-year. The industry believes that the significant increase in sales of gold jewelry may be related to a certain degree of pullback in gold prices. After hitting a historic high in April this year, gold prices have fluctuated and declined since May.

JD data also shows that in the two weeks before Mother’s Day, the turnover of jadeite necklaces and jadeite 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.

Women’s clothing consumption has also received much attention recently. According to a person in charge of Vipshop, “Mother’s Day” and “what is suitable for mothers” have become hot search terms on the platform. In the past two weeks, sales of women’s vests have increased by over 63% year-on-year, and sales of women’s shirts have increased by 36% year-on-year. In addition, outdoor clothing has also become a rapidly growing category before Mother’s Day, with sales of women’s fashionable sunscreen clothing increasing by more than twice year-on-year.

Nutrition and health are also the mainstream consumption of mothers before the holiday. The post-95s not only begin to share their health experiences with their parents, but also share their own nutritional and health products with them. Milk thistle, vitamins, and other nutrients are also accepted by mothers. According to JD data, among traditional nourishing products, the transaction volume of fresh stewed bird’s nest and Codonopsis pilosula increased by over 40% year-on-year; In nutritional and health products, the transaction volume of fish oil and astaxanthin both increased by over 40% year-on-year; At Vipshop, sales of lactoferrin products doubled year-on-year, while sales of dietary fiber products increased by 30% year-on-year.

As in previous years, the flowers on e-commerce platforms have also entered a hot selling period. On the Dingdong Maicai APP, you can see that the Mother’s Day Flower Zone has recently been launched.

Yu Shui, the person in charge of product development for Dingdong Maicai and Flower, said that with the development of fresh e-commerce flower business, flowers have gradually entered the daily lives of consumers. Data shows that compared with 520, Qixi and other traditional flower festivals, the sales of flowers for family festivals such as Spring Festival, Mother’s Day and Double Ninth Festival have increased significantly in recent years.

Every year before the holiday, Dingdong Maicai will use its own flower supply chain to prepare large quantities of goods in advance. Considering the sharp increase in demand for flowers on Mother’s Day last year and the situation of early selling out on the platform, this year Dingdong Maicai has increased the stocking volume of key products such as carnations to more than twice that of the same period last year. According to predictions, the platform will sell over one million fresh flowers during Mother’s Day this year. Among them, carnations, peonies, and roses have become the most “beautiful” flower materials for users to thank their mothers.

It is worth noting that experiential consumption has become a choice for mothers to experience the hobbies of young people.

According to Meituan data, various packages favored by young people have reached a peak of bookings before Mother’s Day. In the week before Mother’s Day this year, the search volume for keywords related to “Mother’s Day photography” and “Mother’s Day photography” increased by 191% and 162% respectively year-on-year, while the search volume for keywords related to “Mother’s Day massage” increased by 136% year-on-year.

“Making mothers younger has become the top choice for many young people to give gifts on Mother’s Day,” according to analysts from Meituan Research Institute. “From the perspective of consumption habits, intergenerational integration is becoming a new theme today.”.

Industry insiders say that from the perspective of Mother’s Day consumption, the post-95s have gradually become the main consumer group in households. May is expected to usher in a consumption frenzy within the year, with the upcoming 520 promotion and 618 promotion, which will continuously stimulate the vitality of the consumer market.

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