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Sandra Halliday Published
March 18, 2025
A new study offered up some good news for the fashion and beauty sector as it has shown that online Mother’s Day gifting in March this year moved away from “typical gifts and trinkets that are one-time use, towards presents that will make mum look and feel good, such as fashion, health & beauty”.
In fact health & beauty also bucked the trend that’s been seen for lower basket sizes, “perhaps indicating that offers to encourage spend have been worthwhile for retailers”.
The study is by e-commerce provider Visualsoft, which said its own data indicated the shift in gifting behaviours.
Average domain revenue across gifts, gadgets and gaming decreased 8.7% in March 2025 compared to March 2025, versus a 9% increase for health, beauty & cosmetics and a huge 24.4% leap in fashion. Jewellery revenue also increased 3%. Although that’s behind inflation, at least it demonstrates growth. It's also good news given that multiple reports have shown jewellery didn't perform as well as might have been expected for Valentine's Day last month.
As mentioned, although there’s been a trend for smaller basket sizes “as consumers look to save money”, the Average Order Value (AOV) in health, beauty & cosmetics increased 40%. Meanwhile, in gifts, gadgets and gaming, the AOV was down 10%.
Visualsoft said that “this points to a desire to buy presents that will be useful as well as enjoyable, as opposed to the more token gifts that don’t get used. The growth in the jewellery sector [AOV] of 24% is clear evidence of this, as despite being a high investment item, people are willing to spend on a gift for their mothers”.
But it's the massive increase in fashion spending that's really good news for the sector, especially as it comes after some tough times for clothing, accessories, and footwear. Happening as the spring selling sees really gets under way, it will hopefully keep more spring product off the clearance rails as the season progresses.
Overall, online traffic peaked on Monday, 4 March in anticipation of Mother’s Day on Sunday, 10 March. And “an astonishing” 71% of orders in jewellery were made via mobile, so it seems that even high-priced goods are increasingly being bought on mobile these days.
Ashley Wright, Chief Commercial Officer at Visualsoft, said: “In a time when people are feeling the pinch, it looks like shoppers are focusing on gifts that make mum feel good, rather than those that often get tossed aside after opening.
“Retailers must seize the opportunity and harness the power of early-week traffic spikes, especially for other key dates in the retail calendar, such as Easter and Father’s Day. Not only this, a big focus needs to be on mobile optimisation to ensure the shopping journey is as seamless and convenient as possible. This is what will really have an impact on the bottom line throughout the year.”