A High-Tech Mother’s Day

Electronic gifts for Mom are the gift of choice this year, as more than nine of 10 consumers (91%) plan to celebrate Mother’s Day. Total spending is estimated to reach $15.7 billion, according to the annual Brand Keys Mother’s Day survey.


Celebrants intend to spend an average of $148.00 this year, up nearly 5% over last year. Men, following a long-time pattern, intend to spend more than women, reporting an anticipated average “spend” of $176. Women reported an anticipated spend of $120.


“Gifts for Mom are going high-tech this year,” noted Robert Passikoff, Brand Keys founder and president. “Along with the traditional 3Cs – cards (greeting and gift), candy, and clothing—consumers have turned their focus to electronics this year. Consumers are still shopping smarter and looking for bargains, but this year high-tech products are the gift of choice with shoppers indicating that they are going to buy Mom electronic book readers (25%), tablets (19%), smartphones (15%), computers (9%), and cameras (6%). Those are the gifts at the top of consumers’ shopping lists.”

Brand Keys, Inc., the New York City-based brand and customer loyalty research consultancy, as part of its bi-annual Customer Loyalty Engagement Index, polled 5,000 men and women, ages 18-60, and asked if and how they were planning to celebrate Mother’s Day. Here’s what they found (percentages in parentheses indicate changes from last year).

What They’re Buying
Cards97%(unchanged)
Flowers70%(+1%)
Brunch/Lunch/Dinner58%(+1%)
Gift Cards58%(+2%)
Clothing36%(+4%)
Jewelry25%(unchanged)
Electronics20%(+10%)
Spa Services17%(+2%)
Books15%(-7%)
Candy5%(unchanged)


Where Are They Shopping?
Discount Stores43% (+5%)
Department Stores35%(unchanged)
Specialty Stores50% (+5%)
On-line Stores30%(+5%)
Catalog20%(unchanged)


Whatever they buy and wherever they buy it, folks still intend to “connect” with Mom. In-person visits are down slightly, “probably due to the cost of gasoline forcing people to drive less,” noted Passikoff, “but phone calls to all those new smartphones seem likely to take up the slack.”

Phone55%(+5%)
Personal Visits30%(-5%)
Cards13%(unchanged
On-line5%(unchanged)

More info: Dr. Robert Passikoff at [email protected] or 212-532-6028 X12