Jewellery still popular for Mother’s Day

2.3 k views | Posted May 07, 2013 | By Emily Mobbs • Former Editor

Feedback from a cross-section of Australian retailers suggests mixed sales results in the lead up to Mother’s Day, with many jewellers using themed promotions to maximise opportunities throughout the period.

Recent studies have found jewellery remains a popular gift choice for mothers.

Trollbeads

Research company IBISworld predicts Australians will spend a total of $122 million on jewellery items this Mother’s Day. It expects earrings, fashion necklaces and silver pieces to be most popular.

Furthermore, a recent US-based study conducted by TNS Global on behalf of Ebates.com, surveyed 1,000 adults and found that 49 per cent of male respondents ranked jewellery as the most desired gift by mothers.

According to the report, however, women preferred a store gift card as a Mother’s Day present, followed by a spa day, homemade gift and jewellery.

One retailer banking on the success of promotions is Lydia’s Leading Edge Jewellers in Gordon, NSW.

Its manager, Belinda Barbera, said the store had a themed Mother’s Day window display that featured Georgini jewellery – the brand reportedly has a good price point for gifts.

Georgini

The other window contained pre-boxed gifts, which have been divided into three categories: items priced under $50; $100; and $200.

“We’ve boxed up items so they’re ready to go for customers that just want to be quick,” she said. A similar scheme proved successful for the store during the Christmas period.

In addition, Lydia’s Leading Edge Jewellers will be holding its annual Mother’s Day VIP event on Wednesday 8 May. Taking place from 9am to 8pm, customers will receive special storewide offers and a chance to win a lucky door prize every hour.

Barbera explained that although branded jewellery was always a popular choice for Mother’s Day, the retailer was also making a point to promote generic items like gold hoop earrings and silver heart pendants.

The power of campaigns
Peter Beever is the franchisee for Pandora Knox and Pandora Eastland.

The stores are currently running a Mother’s Day campaign, where customers receive a free bracelet when they spend $150 or more in one transaction.

Pandora

Beever said that although the store received record sales for Mother’s Day last year, it was on track to perform even better in 2013.

“So far, compared to last year, sales are up close to 30 per cent. So the promotion this year has had an even greater result.”

Similarly, multiple Pandora store franchisee Ferris Howley has noted a positive response in the lead up to Mother’s Day. Howley has franchises in Macquarie, Erina, Tuggerah, NSW, and Sylvia Park, New Zealand.

“Without a single doubt, the start of the sales lift was noticeable in the second half of April.”

Howley added Mother’s Day was the second biggest event in the retailer’s calendar, trailing behind Christmas. He did say, however, that a fair amount of forecasting and planning was required to ensure the success of the occasion.

According to Howley, the range of exclusive Mother’s Day charms has also generated “a lot of hype”.

Thomas Sabo

“We have noticed a sales lift across our entire collection, however the Moments collection tends to stand out from the rest, particularly charms that relate to mums, love and family in either solid sterling silver, two-tone or gold with diamonds.”

Last-minute shopping
When contacted by Jeweller, Goddard Jewellers managing director Wayne Goddard said that while the Queensland-based store had not yet experienced a sale increase for Mother’s Day, he hoped it would in the few days leading up to the event.

“Mother’s Day is always a last-minute thing. I think people are holding back and they don’t do anything until basically a few days out,” Goddard explained.

But he did express that this year was proving more difficult to sell Mother’s Day-related items.

The retailer is holding a special promotion on Chamilia beads and diamond studs.

Goddard believes popular Mother’s Day purchases include silver jewellery, gold hoop earrings and gold stud earrings.