Technology.
The Australian Retailers Association (ARA) is predicting a surge in digital merchandise sales ahead of Mother's Day this Sunday.
With technology transforming every industry, ARA executive director Russell Zimmerman said mums are more mobile than ever.
With this is in mind, the ARA is seeing retailers across the country stock up on Fitbits and smart watches this year, as department store Myer believes the highly anticipated Fitbit Versa Smart Watch will be the perfect gift for mums on the go.
“Technology is creating new ways for consumers to interact with each other, and retailers are now redesigning their products to align with consumer behaviour and modernising the way they market to their consumers on these special occasions,” Zimmerman said.
“Although the usual Mother’s Day gifts like slippers, perfume and pajamas are still high on the wish list this year, we are seeing retailers push more electronic gifts to suit the needs of the modern-day mum.”
Roy Morgan Research surveyed almost 2,000 mothers in 2015 to find out how they engaged with online activities and found mums are more likely to use their smartphone for life admin rather than pure entertainment.
The ARA states that Mother’s Day is the second largest trading month for the retail jewellery category, after Christmas.
Showcase Jewellers GM Carson Webb said stores often experience increased diamond business during the Mother’s Day lead-up.
"Mother’s Day is strong in the general jewellery lines, including watches and branded fashion jewellery. The most beautiful, yet simple gift selection for Mum are diamond studs."