Mother's Day Trend 2026: "Social Gifts (e-gifts)" Become a Standard, Competition Among Platform Companies Intensifies. Usage Experience Expands to 25.0%, Market Grows with Social Gift Popularity, Rakuten Also Enters.

Social Gifts (e-gifts) becoming "the new standard for Mother's Day" - usage experience expands to 25.0%, major platforms like Rakuten also entering.

"Hahanohi.me" (https://hahanohi.me/), a specialized media for Mother's Day gifts, has published an article summarizing the latest trends in "social gifts (e-gifts)," which have rapidly become popular in recent years, the service expansion on Rakuten Ichiba, and a ranking of popular products, in anticipation of Mother's Day 2026.

"Social gifts" are rapidly growing in the Mother's Day gift market. This system allows gifts to be sent immediately via LINE or other channels as soon as the idea strikes, and the usage experience has expanded to 25%.

Furthermore, major EC malls like Rakuten Ichiba are also entering the market, and it is expected to spread further in the future as a "gift that can make it even on the same day."

https://hahanohi.me/rakuten-social-gift/

**[Survey Outline]** * Survey Area: Nationwide * Survey Organizer: Hahanohi.me * Survey Method: Internet survey * Target Respondents: 1,235 men and women aged 10s to 70s * Survey Period: February 16, 2026 - March 9, 2026

Statistical survey results are published on Hahanohi.me. Comparisons with previous years are possible.

https://hahanohi.me/mothers-day-survey/

**[Hahanohi.me PV and Conversion Count Survey Outline]** * Survey Organizer: Hahanohi.me (https://hahanohi.me/) * Survey Method: Aggregated by focusing on Rakuten social gift compatible products, Google Analytics access numbers, and Rakuten Affiliate commission results, then ranked. * Target Data: 29,325 valid accesses, 965 affiliate commission agreements * Survey Period: April 1, 2026 - May 3, 2026

* Note: Since sales figures for Rakuten social gifts alone cannot be aggregated, ranking is performed by filtering social gift compatible products and aggregating Google Analytics access numbers and Rakuten Affiliate commission results.

* Note: Rakuten Affiliate commission results include unconfirmed and pending items. Also, since this is an aggregate of actual results from other media sites of Groov Inc., such as Chichinohi.jp (Father's Day.jp), it includes some figures not related to "Mother's Day."

* Note: Exposure and advertising placement within Hahanohi.me may have influenced the ranking. Therefore, the ranking is based on "actual results" without excluding these possibilities.

* Note: Refers to Google Analytics and Rakuten Affiliate reports.

**[Trends and Tendencies] The mainstreaming of social gifts (e-gifts) is accelerating.** In 2026, social gifts (e-gifts) are showing the most dynamic growth in the Mother's Day market. This system, which allows gifts to be sent via SNS or email without knowing the recipient's address, is evolving into a category that symbolizes the digitalization of the gifting experience, along with improved convenience.

The usage experience among givers reached 25.0% in 2026, steadily increasing from 16% in 2023 and 20.8% in 2025. Furthermore, the number of people who "didn't even know about social gifts" has significantly decreased, indicating widespread market awareness.

The experience among recipients also significantly increased to 33.4% from 24.3% in the previous year. It has become clear that the immediacy of "being able to convey feelings immediately on Mother's Day" strongly aligns with modern lifestyles.

Responding to this trend, huge platforms like Rakuten Ichiba will also fully deploy social gift services in 2026. Moving forward, it is expected to spread further as a new gifting experience that balances "ease" and "product quality."

Excerpt from "Mother's Day Gift White Paper 2026 Edition," published. A survey and questionnaire data on Mother's Day presents and gifts targeting 1,235 men and women aged 10s to 70s are available for free.

Mother's Day Gift White Paper 2026 Edition, published. A survey and questionnaire data on Mother's Day presents and gifts targeting 1,235 men and women aged 10s to 70s are available for free:

https://hahanohi.me/mothersdaygift_whitepaper2026/

**High Affinity with the "Long-Tailization" of Mother's Day Gifts** In the 2026 Mother's Day market, "long-tailization" is progressing, extending from "super early bird discounts" in March to the actual day, and even to "sorry for the delay" demand.

Social gifts, with their characteristic of "being able to send immediately," are becoming an important means to capture this last-minute and same-day demand.

It is expected that social gifts will increasingly gain presence as a means to convey gratitude even on Mother's Day itself, transcending the traditional limitations of "delivery deadlines."

Social gifts are no longer a "simplified way of gifting" but an important option for busy modern people to convey their feelings reliably and quickly.