With just over a week to go until Mother’s Day, US consumers are set to dig deep, with the National Retail Federation predicting a record $25 billion is set to be spent on gifts.
The event will mark a major boon for retailers, but with some of the most commonly stolen items ranking high on many shoppers’ gift lists, it will also pose a major challenge in shoplifting prevention.
Here’s an insight into the trends driving Mother’s Day 2019, and how retailers can best protect themselves against theft.
Mother’s Day 2019
A recent NRF survey indicates Mother’s Day spending is set to reach a record amount this year, and a greater variety of gifts is on the agenda.
Traditional items like flowers and cards will remain popular but chances are they will be given alongside more unconventional options like massages, electronics and gift cards.
To accommodate the changing trend, the NRF notes many consumers will be relying on retailers to offer gift suggestions.
In fact, 81 percent of consumers noted they would look to retailers for inspiration when making Mother’s Day purchases.
What’s on the gift list
A gift that’s unique, personal and makes a special memory are the main priorities when it comes to this year’s Mother’s Day purchasing.
The NRF notes that’s seeing a major rise in personal service offerings.
“The number of people planning to gift a personal service (like a much-deserved massage) has grown from 16 per cent 10 years ago to about 25 per cent today, and spending on these gifts has nearly doubled,” they reflect.
Meanwhile, consumer electronics and gift cards have also risen in popularity.
“While these gift categories continue to grow, they’re doing so alongside more classic Mother’s Day gifts, rather than replacing them.
“Spending on flowers, for example, has grown by a third over the last 10 years; spending on Mother’s Day jewellery has increased from $2.3 billion in 2009 to over $5 billion today.”
Loss prevention and Mother’s Day
Retailers may be rubbing their hands together in anticipation of a welcome revenue boost, but with increased foot traffic and often-stolen items on ready display, Mother’s Day will also offer a unique set of theft protection challenges.
The latest Global Retail Theft Barometer notes perfumes, jewellery, electronic items and accessories are amongst the most popular items targeted by thieves. They’re also some of the items most likely to be on display over the coming days.
So, what should retailers do?
Top tips to handle the Mother’s Day shrink
Prime your staff – Staff remain a key deterrent for any retail loss, so give them a word to the wise in advance, re-instilling the need to meet and greet customers and remain vigilant about keeping a watchful eye on the floor.
While often associated with apparel, EAS security tags extend far beyond just clothing. Modern tags include bottle locks designed for wine and spirits, optical locks for sunglasses, and lanyard loops and pins that allow tags to be secured to a wide range of merchandise including hard items.
Secure displays – For high value items or additional stock, secure displays, security packaging and stop locks are also widely used. These are particularly valuable for decreasing the theft of electronics and accessories.
Surveillance – Complementing vigilant staff and EAS is the watchful eye in the sky – CCTV surveillance, and this can act as a theft deterrent as well as a means to catch thieves in the act. To ward off would-be thieves, consider the placement of signage notifying them CCTV is used.
The final word
With a bumper year predicted, Mother’s Day 2019 is primed to offer a major boost for US retailers. However, the busy trading period should also see them turn their attention to security to ensure the gift of Mother’s Day doesn’t lost its shine due to shoplifting.