Philippines – With the celebration of the Christmas season, people are now gearing up their financial allocations to make the most out of the ‘giving’ season. For Filipino moms, this specific budget has been identified to be an average of ₱10,029 or almost US$200, all for gifts, according to a survey by parenting content platform theAsianparent (TAP) in the Philippines.
Despite the intended average budget, the survey found that at least six out of 10 moms plan to buy more than 10 gifts, which will amount to an estimated 10% of their monthly income, while only 13% say that they’re unable to loosen their budget.
Overall, 83% of Filipino moms say that their monthly expenditure goes up during this festive period in response to the holiday rush such as sending money, gifts, and treats, and shopping in malls, and shopping online.
Moms buy gifts for their kids the most (95%) followed by immediate family (92%) and spouse (84%). Meanwhile, the number one item Filipinos purchase as gifts is clothes, followed by toys then educational games for the kids, while household items and food are most likely the items gifted to other loved ones.
Besides gifts, Filipino moms also spend on high-value items. Half intend to purchase home appliances over the festive season, with 41% looking at furniture, and 37% planning to go into 2022 brandishing new devices and accessories such as smartphones, laptops, and headphones.
Malena Gong, theAsianparent’s regional head of insights, said that with these insights, Filipino moms are crucial segment marketers need to be looking at.
“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,” said Gong.
Aside from items, the report also revealed moms’ consumption practices this holiday season. About 72% of Filipinos will buy on both offline and online instead of just using one; moreover, 16% of respondents intend to shop two to three months prior to the holidays, while 15% plan to shop within a week or less.
Meanwhile, on the factors for purchasing items, promos and sales offered online is a top factor followed by those offered offline. Recommendations from other moms and parenting apps take the third spot, trailed by recommendations from friends and family. Meanwhile, social media influencers and ads on e-commerce are also top factors that influence Filipino moms’ purchase decisions. For social media and parenting apps, the majority or over 70% are active on these platforms past 7 pm.
