Siras: Moms Want Digital Frames, Imaging Gifts On Mother's Day
By TWICE Staff On May 8 2012 - 4:01am
REDMOND, WASH. —
Mother’s Day isn’t only good
to mothers since it turns out to also be very good for
those who sell digital picture frames, among other imaging-
According to Siras, provider of product registration,
return validation and lifecycle tracking services, last
year saw sales soar to more than 11 times normal levels
during the Mother’s Day weekend, May 6-8, 2011.
In an exclusive report for TWICE, the apparent favorite
of gadget gifts for Mom is portable media players,
which saw the largest increase in unit sales of any CE
category for the two-week period ending on Mother’s
Day, and which also have the lowest rate of return.
Other products getting a big retail boost from the
spring rite included camcorders, sewing and craft
machines, and digital still cameras, which saw holiday
weekend sales increases of 244 percent, 84 percent
and 57 percent, respectively.
The Siras report, based on data from participating
retailers and covering millions of transactions, also revealed
another way merchants benefited from the sales performance of digital picture frames: While other
products purchased as Mother’s Day gifts were as likely
to be returned as those purchased at any other time
of year, picture frames are returned 50 percent less frequently
than those purchased during normal periods.
“Media players and picture frames were the holiday’s
‘stickiest’ gifts,” said Siras president Peter Junger.
According to Junger, the Siras analysis of buying
trends revealed different product selections among
those who buy last-minute and those buying as long as
two weeks in advance. “Most gift sales take place in
the last few days before the holiday, and media players
and digital cameras are popular last-minute choices,”
he said. “Looking over the two week period leading up
to Mother’s Day, other products, especially hands-free
devices and even floor care, see a solid sales jump.”
As for this year, Junger said he would be interested
in the performance of the computer category, which is
where tablet sales are categorized.
“Computer sales picked up as well last year for
Mother’s Day weekend, almost 25 percent. If tablet
sales simply substitute for other computer purchases
this year, their impact will be effectively neutral. Any
additional increase in the category is almost certainly
going to be attributable to growing tablet popularity.
I am curious to see what new trends emerge as we
analyze the data after the holiday.”