The GrabAds SEA Mother’s Day Insights Report 2023 showcases how the leading superapp helps its users create special moments with their moms during the beloved holiday
Filipino culture places great importance on close family ties, making holidays that celebrate the family unit highly cherished in the Philippines. Among these beloved occasions, Mother’s Day stands out as a momentous day of appreciation. Insights from GrabAds, the advertising arm of the leading superapp, shed light on the bustling activities of Filipinos as they go above and beyond to create unforgettable moments for their mothers every second Sunday of May.
The recently unveiled GrabAds SEA Mother’s Day Insights Report 2023 offers brands and consumers valuable insights into how Grab, with its array of convenient and dependable services such as GrabFood, GrabMart, and GrabExpress, empowers users to orchestrate extraordinary Mother’s Day celebrations for their beloved moms.
Delve into the Report’s Fascinating Findings!
- Filipinos plan for Mother’s Day
Filipinos are Passionate About Mother’s Day Celebrations! A whopping 88% of Grab users in the Philippines have already made plans for Mother’s Day 2023, according to in-app survey data from 1,798 active Grab users in the Philippines in 2023. The respondents’ top priorities for the special day include spending time with their families, ordering food online, and dining out together with their loved ones and, of course, their beloved mothers.
2. Filipinos order food and ship out items a lot more on Mother’s Day
GrabAds insights further demonstrate that Filipinos take pleasure in creating special dining experiences at home, as evidenced by their increased ordering activity on the second Sunday of May. In 2022, GrabFood experienced a significant surge, with orders rising by 25% on Mother’s Day compared to the average number of food orders on Sundays throughout April, as per Grab’s internal data. Notably, the most extravagant GrabFood order on Mother’s Day last year was a Php 7,000 steak set, as highlighted in the Grab Food & Grocery Trends Report 2022, serving as a well-deserved treat for families to enjoy.
Additionally, Padala items, indicative of heartfelt gestures, witnessed heightened movement during Mother’s Day. For instance, on May 8, 2022, there was a remarkable increase of 37% in GrabExpress Deliveries compared to the average Express Orders on the preceding Sundays of the month, based on Grab’s internal data. This trend reinforces that no distance is too great when it comes to expressing heartfelt gratitude and love to Filipino mothers on their special day.
3. Filipinos enjoy ordering on-demand gifts on Mother’s Day
Mother’s Day brings a flurry of gift-giving excitement! A remarkable 8 out of 10 Grab users in the Philippines have plans to purchase a gift for their mothers, with 82% expressing their interest in selecting a gift from Grab, according to in-app survey data from 1,798 active Grab users in the Philippines in 2023. Last year, popular choices from GrabFood and GrabMart for Mother’s Day included delectable cakes and pastries, vibrant flower bouquets, and practical home and kitchen appliances. The top preferred cake flavors were chocolate, ube (purple yam), and fresh fruit, as highlighted in the Grab Food & Grocery Trends Report 2022.
With reliable and convenient on-demand delivery services like GrabFood and GrabMart, gift shopping has become a hassle-free experience, eliminating the need for enduring long queues, heavy traffic, and exhaustive aisle-to-aisle exploration in physical stores.
Jennie Johnson, Head of Regional Marketing at GrabAds, emphasized the significance of Mother’s Day as one of the most important gifting occasions in Southeast Asia. The GrabAds report revealed a notable increase in user activity across the region one week prior to the special day, as individuals actively seek ways to make Mother’s Day exceptionally memorable for their loved ones. Jennie Johnson stated, “This Mother’s Day, merchants and brands have a valuable opportunity to engage with consumers who are in search of the perfect gift for their moms through superapps like Grab.”
To ensure a hassle-free and delightful Mother’s Day celebration, Grab offers a wide range of merchants and reliable on-demand delivery services through GrabFood and GrabMart. It’s effortless to select and order your mom’s favorite dishes for an intimate family dinner, and you can even add special extras to express your deep appreciation for her. Take advantage of the promo code MAMAMART on GrabMart and ILYMOM on GrabFood on May 14, 2023—don’t miss out on the chance to make the day truly remarkable for your mom!
