Manila, Philippines – Having close family ties is one of the hallmarks of Filipino culture, so it comes as no surprise that family celebrations are much beloved in the Philippines.
Amongst the most anticipated is Mother’s Day – and insights from GrabAds, the advertising arm of the leading superapp, show that Pinoys do get busy creating special moments for their nanays every second Sunday of May.
GrabAds’ report, the ‘GrabAds SEA Mother’s Day Insights Report 2023’, gives brands and consumers a clear picture of how Grab – with its portfolio of services like GrabFood, GrabMart and GrabExpress – enables and empowers users to create extra-special Mother’s Day celebrations for their moms.
According to the report, 88% of Grab users in the Philippines have already come up with plans specific to Mother’s Day 2023. The respondents look forward most to gathering their families, ordering food online, and going out for a meal together with their loved ones and, of course, their moms.
GrabAds insights also show that Filipinos are happy to create special dining experiences at home as they tend to order more on the said date. In 2022, GrabFood orders rose by 25% on Mother’s Day versus the average number of food orders across all Sundays of April.
Meanwhile, delivered items also tend to be on the road more during Mother’s Day. For instance, last 8 May 2022, there were 37% more GrabExpress Deliveries versus the average Express Orders on the Sundays of the month prior.
Moreover, eight out of 10 Grab users in the Philippines also plan on buying their moms a gift, and 82% of these are keen on buying a gift from Grab. Among the most popular choices on GrabFood and GrabMart during Mother’s Day last year were cakes and pastries, flower bouquets, and home and kitchen appliances.
“Mother’s Day remains to be one of the most important gifting occasions in Southeast Asia. Our GrabAds report shows a surge in user activity one week before the day itself, across the region, as people start looking for ways to make this day extra special for their loved ones,” said Jennie Johnson, head of regional marketing at GrabAds.
Johnson added, “This Mother’s Day, merchants and brands across the region have the opportunity to connect with consumers looking for the perfect gift for their mom via superapps like Grab.”
To celebrate the occasion, Grab will also be rolling out promos on GrabMart and GrabFood on May 14.
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