MANILA, PHILIPPINES — The Christmas season in the Philippines is a months-long period of uplifted spirits, planning for festivities, and getting the gift list done—with carols jingling in the malls as early as the first of September. This not only makes Filipino moms extra busy during this time, but it also makes them more powerful consumers.
“As it is, they are a crucial segment marketers need to be looking at, with 84% of the Filipina mom respondents in our most recent Digital Mom Survey saying that they are the ones choosing the brands for the household,” shares Malena Gong, Regional Head of Insights at theAsianparent. “Combine this with the cultural phenomenon of a long holiday season, and you’ve got an extended period of traditionally higher spending, concentrated on one key demographic: moms.”
theAsianparent (TAP) Philippines set out to find the answers to: what moms are buying and for whom, how they’re doing their Christmas shopping, and what their activities and habits are over the holiday season.
Surveying hundreds of moms across the country, TAP shares the results via the report, “Holiday Season: An insight into moms’ holiday preparations,” available for download on Insights.theAsianparent.com.
Filipina moms increase their spending over the holiday season
For 83% of the respondents, their monthly expenditure goes up during this festive period. Unsurprisingly, 3 of the top 5 activities done during this time are: 1) sending money, gifts, and treats, 2) shopping in malls, and 3) shopping online.
While the average budget for gifts came out to PHP 10,029 and at least 6 out of 10 moms intend to buy more than 10 gifts—which will amount to an estimated 10% of their monthly income*—only 13% say that they’re unable to loosen their budget.
What’s going into their shopping carts?
Whether online or offline—72% buy on both channels vs. just using one—moms are buying gifts for: #1 their kids (95%), #2 relatives other than immediate family (92%), and #3 their spouse (84%). The number one item they buy is clothes, followed by toys then educational games for the kids; while household items followed by food are gifted to other loved ones.
Besides gifts, they also spend on high-value items, thanks to holiday discounts and year-end bonuses. Half intend to purchase home appliances over the festive season, 41% are looking at furniture, and 37% may go into 2022 brandishing new devices and accessories such as smartphones, laptops, and headphones.
How brands can be part of their Christmas shopping journey
Is ad money better spent on early birds or last-minute shoppers? Based on the survey, the sweet spot may just be in the middle, with the majority of respondents (41%) saying they shop a month before the festivities begin. Sixteen per cent (16%) shop 2-3 months prior to the holidays, while 15% shop with a week or less to go.
As for how, promos/sales offers rank #1 (online) and #2 (offline); while recommendations take spots #3 (from moms on parenting apps) and #4 (from friends/family). Social media influencers and ads on e-commerce platforms, respectively, are the next two factors that influence their purchase decision. Note that for social media and parenting apps, the majority or over 70% are active on these platforms past 7PM.
“We sincerely hope this study helps brands bounce back as the whole country slowly but surely comes out of our struggle with this pandemic,” shares Frances Ang, General Manager at theAsianparent Philippines. “We look forward to seeing Filipino families celebrating with tons of hope, laughter, the full-on brightness and deep joy Paskong Pinoy is known for.”
Holiday Season: An insight into moms’ holiday preparations and other parenting industry reports are available on Insights.theAsianparent.com.