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Newly released shopping visitation and sales trend data may go some way to answering one of the more difficult questions: Whos the favourite parent? Data, collated by Vicinitys Data Science and Insights team, suggests mums come out on top.

The Data Science and Insights team behind industry innovations including centre heat-mapping and live traffic displays, has compiled visitation and sales data from across Australia, uncovering the number of customers shopping in the days leading up to Mothers Day. It turns out its significantly higher than in the run-up to Fathers Day. In fact, with the exception of Christmas and Black Friday, Mothers Day is the busiest shopping period of the year.

Overall sales figures from Chadstonealso highlight that the lead up to Mothers Day is the strongest sales period outside December, suggesting Aussies are far more likely to get mum a special something than they are for dad.

While the data is great news for mums this Mothers Day, its also great news for our centres and retailers as they prepare a range of exciting deals to make 2021 Mothers Day extra special, said Vicinity Chief Innovation and Information Officer, Justin Mills.

Our data is also showing continued recovery from COVID-19, with a return of customers to centres 82% visitation when compared to the same period in 2019 and an increase in spending of 23%.

Chadstone Centre Manager, Michael Whitehead, acknowledged the significance of celebrating and showing gratitude to mothersthis year after a challenging 2020.

We know how important it is to create unique family memories this year after the difficulties and restrictions we faced on MothersDay 2020. At Chadstone, were helping everyone to honour their mum with something special, a shared meal, or family outing thatsays thanks for their unconditional love, Whitehead said.

The smell of fresh floral blooms will fill the shopping centre in the lead-up to mums special day on Sunday 9 May. Guests can flowthrough an arched entry where a large mirror stands in front of a floral bed, to capture a memorable photo with Mum and post onyour Instagram #MumsTheWord.

The floral feature, located near Myer from 29 April will double as an in-centre prize experiencewhere every Chadstone mum will have an opportunity to take home something special. For the lucky visitors, a special surprisegiveaway is up for grabs at the in-centre experience.

Chadstone Ambassador and mum-of-four, Bec Judd, will be browsing the boutiques ahead of Mothers Day and has shared someher favourite items.

As a busy mum, I really appreciate the special moments where we slow down and spend quality time as a family. This MothersDay, Ill be purchasing a gorgeous set of mugs from Marimekko for my mum, so we can sit down and have a cup of tea together.Sitting at the top of my wish list is the Coco Republic Marseille Candle; I hope that the flicker of candlelight and fragrance can helpcreate a calmer ambience in my crazy household! Judd said.

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Vicinity's Data Science and Insights team crunches the numbers for Mother's Day Shopping Centre News - Belinda Daly