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
Having close family ties is one of the hallmarks of Filipino culture. Hence,
it comes as no surprise that holidays celebrating the family unit are much
beloved in the Philippines. Among 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.
The GrabAds SEA
Mother’s Day Insights Report 2023 gives brands and consumers a clear picture of
how Grab – with its portfolio of convenient, reliable services like GrabFood,
GrabMart and GrabExpress – enables and empowers users to create extra-special
Mother’s Day celebrations for their moms.
Here are some
interesting insights from the report!
- Filipinos plan for
Mother’s Day
Filipinos
take Mother’s Day celebrations seriously. In fact, 88 percent of Grab users in
the Philippines have already come up with plans specific to Mother’s Day 2023[1]. 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 inays.
- Filipinos order food and
ship out items a lot more on Mother’s Day
GrabAds
insights also show that Filipinos are happy to create special dining
experiences at home as they tend to order more on the second Sunday of May. In
2022, GrabFood orders rose by 25 percent on Mother’s Day versus the average
number of food orders across all Sundays of April[2].
The most expensive GrabFood order on Mother’s Day last year was a Php 7,000
steak set[3] – a much-deserved treat for the family!
Padala items also tend to be on the road more during Mother’s Day. For
instance, last 08 May 2022, there were 37 percent more GrabExpress Deliveries
versus the average Express Orders on the Sundays of the month prior[4]. Indeed,
no distance is wide enough to stop the simple thank yous and love yous Filipinos
wish to express to their moms.
- Filipinos enjoy ordering
on-demand gifts on Mother’s Day
Gifts
overflow during Mother’s Day, too! 8 out of 10 Grab users in the Philippines
plan on buying their moms a gift, and 82 percent of these are keen on buying a
gift from Grab[5]. 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.
Chocolate, ube, and fresh fruit reigned supreme as the top preferred cake
flavors[6].
Truly,
with reliable and convenient on-demand delivery services like GrabFood and
GrabMart, gifts no longer come with the usual long queues, heavy traffic, and
aisle-to-aisle exploration in-store.
“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, GrabAds. “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”
Creating a special
Mother’s Day celebration should be easy and hassle-free – and Grab makes sure of this. With the wide
merchant selection and reliable on-demand delivery services of both GrabFood
and GrabMart, you can easily pick and order mom’s faves for an intimate family
dinner; or even include special add-ons just to express how much you treasure
her. Tip: Check out the promo code MAMAMART on GrabMart and ILYMOM on GrabFood
on May 14, 2023!
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ABOUT GRABADS
Established in 2018, GrabAds
has evolved to become an integrated advertising solutions provider which
provides advertisers with multiple channels, such as in-app advertising,
branding and product sampling via the Grab ecosystem, for building awareness, engaging
audiences and triggering action across the Grab platform. Through its
advertising and technology capabilities, GrabAds aims to help people discover,
engage, and connect with the best businesses in Southeast Asia. For more
information, visit GrabAds
For Business
[1] In-app
survey data from 1,798 active Grab users in the Philippines in 2023.
[2] Grab Internal Data; comparing Mother’s Day
GrabFood orders to the average food orders of four Sundays in April 2022.
[3] Grab Food & Grocery Trends Report 2022
[4] Grab Internal Data; comparing Mother’s Day
GrabExpress orders to the average Express orders and order value of four
Sundays in April
[5] In-app survey data from 1,798 active Grab
users in the Philippines in 2023
[6] Grab Food & Grocery Trends Report 2022
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