Fifth of Consumers Want the Option to 'Opt-Out' This Mother's Day

February 26, 2021

Almost 1-in-5 consumers would like the option to 'opt-out' of Mother's Day communications from hospitality operators and brands, according to a new consumer poll.

KAM Media, Airship CRM and Toggle have teamed up to understand consumer intentions for Mother's Day 2021 and found that, despite 71% of UK adults intending to celebrate the occasion, a significant percentage (19%) would appreciate being given the option from operators and brands to 'opt out' of Mother's day communications.

Katy Moses, MD at KAM Media, said: “Mother's Day can be a very emotional time for many for a multitude of reasons and this will be especially true this year. We have seen an increase in retailers and operators sending emails to offer their customers the options to 'opt-out' of Mother's Day specific comms. This really raises the bar on providing a thoughtful, empathetic and truly personalised communication strategy. Mother's Day has always been hugely important for the hospitality industry and is usually one of the biggest footfall-driving occasions for operators. Obviously, it will look very different this year, but the research shows that some hospitality businesses can still benefit.”

Dan Brookman, CEO of Airship and Toggle, said: “We're seeing more businesses every year embrace thoughtful email marketing by sending optional opt-out emails to their customers. Mother's Day is an opportunity for the celebration by many but it can be a very difficult time for others, especially after a year where so many people have lost loved ones. The best email marketing puts customers' needs first and, with almost a fifth of consumers indicating they'd like the option to avoid receiving Mother's Day communications, it's something that operators should consider when planning their campaigns. Brands need to be sensitive towards their customers across all marketing-heavy annual occasions if they really want to show personalisation and connection.”

The consumer survey also identified that 21% of those who are celebrating Mother's Day this year intend to make an even bigger effort than normal. 39% of UK adults have already started thinking about how to celebrate Mother's Day, including possible gift options and 12% intend to spend more than last year.

The research found that 14% would consider getting a Mother's Day "take away" from a local pub/restaurant. This rises to 23% of Gen Z and young Millennials. Interestingly females are more interested in a Mother's Day take-away with 17% saying they'd consider it compared with just 11% of men!

7% would consider buying their Mum a gift card for a local pub or restaurant with the promise to celebrate when venues re-open (14% of GenZ and young Millennials.) And because lockdown measures prevent them from celebrating together, 8% would consider sending a 'take-away' meal directly to their Mum's house from a local pub or restaurant.

For any operators considering Mother's Day email marketing or online gifting, Airship and Toggle are currently free for new customers until June 2021, as part of the Come Back Strong campaign. Find out more here: usetoggle.com/come-back-strong