During this holiday shopping season, mothers will play an important role in shopping, with recent Adroit Digital research revealing that 71 percent of moms will be responsible for more than 75 percent of gift buying. Retail industry professionals will want to focus their efforts on appealing to these customers, and in many cases an appropriate incentive can convince them to buy more than they initially planned. 

While 39 percent of respondents said that the right online promotion might cause them to buy more than they initially planned, 93 percent of surveyed moms stated that a good ecommerce-based discount could also inspire an impulsive purchase. So while not all mothers will deviate from their holiday shopping budget, many are interested in finding bargains as they research products. 

Furthermore, millennials will be an important component of mobile commerce, with more than a quarter of young mothers between 18 and 34 planning to purchase 50 percent or more of their gifts from tablets or smartphones. Having the right point of sale system in place, with mobile options at the ready, will be critical to serving these customers.