The holiday seasons are highly valued by Filipinos. During these times, Filipinos from all over the world try their best to come home and gather together in order to celebrate the momentous occasion as a family.
Behind all these happy moments are feasts and gift givings, ranging from simple to extravagant. But no matter how different the celebrations may be, moms are always guaranteed to lead them.
This report investigates the shopping behavior of Filipino mothers during the holiday seasons in the year 2021, almost two years after the COVID-19 pandemic began. How do Pinay moms spend their time and hard-earned money? Has the pandemic changed their holiday shopping behavior?
Below are the highlights and questions answered in this report:
Demographics of the Holiday Season Report 2021: Philippines
A total of 563 Filipino moms, aged 18-45 were surveyed for this report. Among these moms, 55% has a monthly household income of Php25,000 – 40,000 while the rest are earning above.
To know more about the demographic of the Holiday Season PH survey, please download the report.
Q: What is the most anticipated holiday in the Philippines by Filipina moms?
As a Christian dominated country, the most anticipated holiday in the Philippines is quite obvious. 64% of Filipina moms anticipate Christmas the most when compared to other festive holidays such as the New Year.
Q: What are Filipina moms’ top activities during the holidays?
The number 1 activity of Filipina moms during the holidays is sending money and gifts. This is closely followed by decorating the house, going to malls for shopping, going online shopping, and visiting friends and families at their home.
Out of all these activities, online shopping is something that has increased in the holiday seasons post-pandemic.
Q: How much money do moms spend on gifts during the holidays?
According to the data we have gathered, more than half of moms purchase at least 10 gifts for their loved ones during holidays. When purchasing these gifts, moms spend around 10% of their monthly income. On average, the total amount is Php10,029.
Q: Who do Filipina moms purchase these gifts for?
The majority of gifts purchased by moms go to their children. However, a lot of these gifts also go to relatives, their spouses, and friends.
When giving these gifts, more than half of Pinay moms prefer to give them out personally rather than sending them through delivery couriers, despite the ongoing pandemic.
Q: How do moms allocate budget for holiday gifts and activities?
69% of Pinay moms have stated that they have a fixed budget for holiday spendings. The more experienced a mom is, the more fixed their budgets are likely to be. This is why when purchasing high ticket items during the holidays, the majority of moms are persuaded by discounts.
Q: Are moms still on social media during the holiday season?
No matter how busy the holiday seasons are, moms still spend an average of 3 hours on social media during these festivities. Posting warm messages during the holiday seasons can help your brand connect with moms in a meaningful way.