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April 15, 2021
4/15/2021

Mother’s Day and Father’s Day are especially important for 9 in 10 Snapchatters this year

With in-person gatherings finally on the table, Snapchatters are eager to celebrate and reconnect with loved ones.
A long-awaited reunion
After a year of uncertainty and connecting with loved ones from a distance, Mother’s Day and Father’s Day have extra significance for Snapchatters in 2021. 75% of Snapchatters plan to celebrate their parents or extended family this Mother's Day and Father's Day,1 and 81% of Snapchatters across the globe say it's important to them that they spend time with their mother or father in person this year.2 With vaccinations on the rise, 53% of Snapchatters around the world plan to celebrate with their loved ones in person, rising to 67% in the US. For those who don’t anticipate gathering with family, buying a gift is another way for nearly half of Snapchatters to show their appreciation.3 
Planning the perfect celebration
The majority of Snapchatters (69% globally) say they typically start planning their gifts and activities for Mother’s Day and Father’s Day two weeks or less in advance, with a third getting down to the wire and taking less than a week to plan.4 
As Snapchatters look for inspiration on how to celebrate Mother’s or Father’s Day, nearly 40% turn to their siblings or other family members for advice. If that doesn’t do the trick, a quarter of Snapchatters globally, and a third in Australia, the US, and Canada, go straight to the source and ask their parents how they’d like to celebrate on their special day.5 
Mobile devices are an important tool in the gift shopping process. When planning their gifts, more than 2 in 5 Snapchatters across the globe use phones to research gifts, leaping to 50% in Australia and 49% in the UK and Mexico. Over half of Snapchatters in the UK use their phones to purchase gifts.6 In the same vein, Snapchatters in Saudi Arabia are the most likely to share the gifts they bought or received for Mother’s Day and Father’s Day on Snapchat.7 This provides an opportunity for brands to capitalize on Snapchatters’ focused attention on mobile, especially as they access and post to the platform. 
Sharing their appreciation on Snapchat
In addition to sharing gifts from Mother’s Day and Father’s Day celebrations, 70% of Snapchatters say they’ll use Snapchat in some way during their celebration.8 They’re most looking forward to sharing photos, videos, and memories from the day, and getting creative with holiday-themed Lenses and Filters.9 
Trending words and phrases associated with Mother’s and Father’s Day last year included “the best mom/dad,” “thank you,” “love you,” and “in the world,” indicating that Snapchat is the place to show mom and dad appreciation and love.10 In fact, there was over 25x more conversation mentioning “mom” and “mother’s day” on Mother’s Day in 2020 compared to the two weeks prior.11
Thoughtful experiences and traditional gifts take the cake
A quarter of Snapchatters globally plan to celebrate their mother and/or father figures through a shared experience such as dinner or an event,12 with 59% saying they’d consider cooking a meal at home or dining out together to celebrate. This is especially true among Snapchatters in Malaysia (79%), Canada (73%), and the US (72%). A third prefer to show their appreciation with an act of kindness like making breakfast in bed (37%) or creating an at-home experience, like a spa day or picnic (33%) for the person they’re celebrating.13
Activities aside, 55% of Snapchatters across the globe also plan to give their parents a more traditional gift like jewelry, a card, or flowers. Traditional gifts are especially popular among Snapchatters in the UK (67%), the US (65%), and Norway (64%). Meanwhile, nearly half of Snapchatters in India, Germany, Italy, and Canada are planning to flex their creative muscles and gift something homemade.14
Make these moments count
This year has presented families with a unique set of challenges, creating unprecedented anxiety and uncertainty for moms and dads across the globe. Mother’s Day and Father’s Day are the perfect chance for young people to show their appreciation for their loved ones, and with a newfound sense of hopefulness — 3 in 4 of the Snapchat generation are feeling optimistic compared to last year.15 Brands have a special opportunity to help Snapchatters capture and celebrate these moments as they make up for lost time, and look ahead to the new memories they’ll create with their mother and father figures this year.

Snapchat can help your small, medium or large business grow.

1Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "In the next couple of months, many will be celebrating Mother’s and/or Father’s Day. Who do you plan to celebrate on these holidays?"; US=751, CA=754, DE=654, IN=1432, UK=738, AU=635, ML=853, IT=715, KSA=1342, UAE=712, MX=480, FR=841, NO=1211, NL=869
2Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How important is it for you to spend time with your Mother or Father in-person on Mother’s/Father’s Day?"; US= 578, CA=562, DE=478, IN=845, UK=535, AU=477, ML=559, IT=444, KSA=587, UAE=423, MX=408, FR=563, NO=634, NL=610
3Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, do you plan to do for Mother’s and/or Father’s Day this year?"; US=601, CA=578, DE=491, IN=872, UK=553, AU=497, ML=568, IT=460, KSA=606, UAE=438, MX=415, FR=585, NO=652, NL=627
4Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How far in advance do you usually start planning gifts and activities for Mother’s/Father’s Day?"; US=457, CA=456, DE=408, IN=690, UK=463, AU=397, ML=491, IT=367, KSA=490, UAE=357, MX=358, FR=477, NO=511, NL=502
5Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Where or who do you turn to for inspiration on how to celebrate Mother’s or Father’s Day?"; US=540, CA=528, DE=451, IN=792, UK=506, AU=444, ML=538, IT=422, KSA=530, UAE=401, MX=389, FR=526, NO=577, NL=567
6Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: " Which of the following, if any, are true for you about Mother’s/Father’s Day?"; US=452, CA=452, DE=404, IN=682, UK=457, AU=392, ML=488, IT=362, KSA=483, UAE=350, MX=352, FR=469, NO=509, NL=491
7Snap Inc. survey of, ML, KSA Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: " Which of the following, if any, are true for you about Mother’s/Father’s Day?"; ML=488, KSA=483
8Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "For Mother’s/Father’s Day, in which ways will you likely use Snapchat?"; US=464, CA=458, DE=411, IN=697, UK=465, AU=400, ML=492, IT=373, KSA=495, UAE=359, MX=360, FR=480, NO=514, NL=504
9Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "For Mother’s/Father’s Day, in which ways will you likely use Snapchat?"; US=464, CA=458, DE=411, IN=697, UK=465, AU=400, ML=492, IT=373, KSA=495, UAE=359, MX=360, FR=480, NO=514, NL=504
10Snap Inc. Internal Global Snapchat Caption and Search Data, May 9 - 11, 2020, June 20 - 22, 2020
11Snap Inc. Internal data. May 10-11, 2020 v. April 26 - May 10, 2020. Based on captions of public snaps that include: “mom” or “mother’s day”
12Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, do you plan to do for Mother’s and/or Father’s Day this year?"; US=601, CA=578, DE=491, IN=872, UK=553, AU=497, ML=568, IT=460, KSA=606, UAE=438, MX=415, FR=585, NO=652, NL=627
13Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "There are many activities that people may do to celebrate Mother’s/Father’s Day. Which of the following would you consider doing?"; US=500, CA=489, DE=433, IN=738, UK=487, AU=418, ML=515, IT=390, KSA=507, UAE=376, MX=381, FR=508, NO=537, NL=531
14Snap Inc. survey of US, CA, DE, IN, UK, AU, ML, IT, KSA, UAE, MX, FR, NO, NL Snapchat users March 18 - 28, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "There are many gifts that people may give to celebrate Mother’s/Father’s day, which of the following would you consider giving?"; US=474, CA=471, DE=416, IN=707, UK=470, AU=404, ML=498, IT=379, KSA=495, UAE=365, MX=367, FR=492, NO=521, NL=515
152021 Global Cassandra Study commissioned by Snap Inc. Base: Total N=27,006 respondents | Q: How much do you agree or disagree that the below statements apply to you and your friends?
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