New data - mums prefer DIY help this Mother's Day over flowers and chocs
According to new analysis, the way to your mum’s heart for Mother’s Day 2022 might not be flowers and chocolates, but help with everyday emergencies like fallen shelves, lightbulbs that need replacing and peeling paint.
Analysis of Google search terms for the week around Mother’s Day in March 2021 saw a 170% increase in searches for ‘screwdriver’, a 50% jump in popularity for both ‘b&q shelves’, and ‘power drill’. ‘Homebase near me’ also saw a 36% increase.
It points to a surge in demand for do-it-yourself tools and materials as grown-up kids, who’ve come round for a visit on Mother’s Day, help mum with all those jobs she’s been putting off and which may have stacked up during the pandemic.
It also suggests that practical gifts like a drill set for mothers aren’t just fodder for stand-up comics, but can make a real difference when wielded by a practically-minded son or daughter on Mother’s Day.
The analysis was carried out by same-day delivery business Gophr, which is expecting a surge in orders from DIY retailers this Mother’s Day.
Seb Robert, CEO of Gophr, said, “Mother’s Day is the catalyst for grown-up kids to make their mum’s life easier with all those niggling DIY chores. The search data shows many of them have realised what really counts is doing all of those jobs, however large or small, on their Mothers’ Day visit.
“Not to mention that many people have not been able to visit their mums during the past couple of years, so the jobs have stacked up. That means a sudden demand for everything from paint to cables to power tools, which involves either a quick trip to the local home improvement store or a same-day home delivery just ahead of a Mother’s Day visit.
“Just as DIY brands and retailers should be ready for a jump in demand for popular products, people planning a visit to their mum should be prepared to help with all those jobs she’s been aiming to get done on Mother’s Day.”