Consumer Behavior Study Finds Shoppers Turning to Amazon This Mother’s Day

With Mother’s Day, unfortunately, falling on the calendar during the coronavirus pandemic, a majority of consumers will be shopping for gifts online this year. And according to data from a new study by Engine Insights, 62 percent of those consumers plan to buy through Amazon, surpassing discount stores, department stores, and direct-to-consumer flower and gift web sites. “Amazon was a force to be reckoned with prior to COVID-19,” said Lisa Marie Fortier, senior vice president of Engine Insights. “While online shopping previously was about 15 percent of U.S. retail, that has soared recently, and Amazon is one of the most trusted online retailers [which positions] them well during this time. They are the one-stop shop of the online world.” Unsurprisingly, as overall online sales continue to dominate as consumers remain in quarantine, Fortier told WWD there was a notable rise in online sales for the Mother’s Day gifts this year. “People will be changing the way they celebrate Mother’s Day this year,” said Fortier. “Shopping will be different, which means gifts also likely will, and many will not be celebrating with their mothers in person. Amazon is poised to benefit from this, although sites like Etsy will as well. Online shopping at

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