PNJ is the brand most associated with Mother's Day, TGM Research survey reveals

SINGAPORE, 2nd May 2023 – Amidst the chaos of our fast-paced lives, there is one day we dedicate to honoring the selfless love and sacrifices of the most important women in our lives - our mothers. As we approach this special day, TGM Research, a global, technology-driven market research company, has officially released the heartfelt results of TGM Mother’s Day Insights 2023 that sought to uncover the true essence of this celebration.

The bond between a mother and a child is a special one, an unbreakable connection that transcends time and distance. Despite not being a national holiday, this year, 93% of Vietnamese surveyed will celebrate Mother's Day with their beloved mothers.

Summarized below are key insights from TGM Mother’s Day Insights 2023 in Vietnam:

According to the TGM Mother's Day Insights 2023, a notable proportion of shoppers in Vietnam are demonstrating a proactive approach to Mother's Day preparations. Specifically, 31% of Vietnamese are intending to commence their shopping activities for this significant occasion two to three days prior to the actual event.

Be it a captivating bouquet of flowers, a poignant card, or a meaningful present, these shoppers recognize the importance of investing time and effort to carefully peruse offline and online channels, to identify the ideal item that will convey their love and appreciation to their beloved mothers in the most thoughtful and profound manner.

Our latest survey has revealed that 65% of Vietnamese people opt for health and wellness products as a gift for their mothers on this special day. This trend reflects the enduring cultural values of filial piety and parental respect in Vietnamese society, where individuals strive to ensure the health and happiness of their beloved mothers. Clothing and footwear, along with jewelry, are also highly favored gift choices among Vietnamese people, with 56% and 51% of respondents, respectively, choosing to express their love and appreciation through these gifts.

In their quest for the ideal present, Vietnamese shoppers understand that a combination of both online and offline channels can yield the best results. There are 60% of Vietnamese respondents opt to shop for Mother's Day gifts both online and offline.

Our survey has unveiled that shopping malls emerged as the most popular choice among other offline channels, capturing an impressive 71% of respondents. Meanwhile, online channels showed a strong preference for brand and product websites over the commonly used e-commerce platforms, accounting for 81% of respondents. “These results indicate that Vietnamese consumers hold quality and brand in high regard when shopping for Mother's Day gifts,” said Greg Laski, CEO of TGM Research.

Our survey reveals that PNJ is the brand most associated with Mother's Day in Vietnam. The high quality and exquisite artisanship of PNJ's jewelry collections have made them a household name in Vietnam.

The full report is available here.