May 10, 2013, 9:20 AM

E-retailers look to mom for money

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Rakuten, which operates U.S. marketplace Rakuten.com Shopping, No. 40 in the Top 500 Guide, provided a global perspective on the holiday this week, releasing an infographic on global Mother’s Day trends compiled from a variety of sources including its own shopping sites, the National Retail Federation, global market research firm Ipsos and several country-specific companies and entities.

Brazilians shell out the most per person for Mother’s Day, spending an average of $171 on Mom compared to $144 in the U.S., Rakuten reports. 46% of U.K. consumers, meanwhile, send a Facebook or text message instead of a card to Mom, and France is one of the few countries where spending on Father’s Day is the same as Mother’s Day. In Brazil and the United States, Mother’s Day is the second-largest gifting holiday of the year behind Christmas, Rakuten reports.

In the United States, the majority of those gift givers are daughters, according to research from online florist FlowerDeliveryExpress.com. It says each year a quarter of men forget the holiday and many of the rest tend to order late, which many times results in their gift not getting there on time because of the high volume of deliveries.

To help out those males who may have forgotten dear mom until just a few days before May 12, online florist 1-800-Flowers.com Inc. hired around 1,000 temporary, full-time, home-based customer service workers to take customer service calls, answer e-mail and take orders around Mother’s Day. The retailer, No. 58 in the Internet Retailer Top 500 Guide began hiring for Mother’s Day this year on April 1 and hired through May 6, says Joe Pititto, vice president of investor relations. 1-800-Flowers created the work-at-home program in 2009 for peak seasons such as Valentine’s Day and Mother’s Day, partly because it saves the company on office overhead costs during busy times.

EBay also increased its focus on mom this May. Mothers take center stage in eBay’s daily deals this week as the online marketplace decked out its deals home page with mom-focused offers and products, including free one-day shipping, jewelry and perfume.

A further scroll down the page highlights 49% off on a scale. Perhaps that gift is designed for those moms who indulge a bit too much in their Edible Arrangement.

 

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