Spending To Grow for Mother’s Day

“Tradition” is the watchword when it comes to gift giving for Mom this year, as nine of 10 consumersplan to celebrate Mother’s Day. Total spending is estimated to reach nearly $17.2 billion, according to the annual Brand Keys Mother’s Day survey.

Celebrants intend to spend an average of $163.00 this year, a 10% increase over 2011. Men, following a long-time pattern, intend to spend more than women, reporting an anticipated average “spend” of $190. Women anticipate spending $136 on Mom.

“Last year shoppers went high-tech. But this year,” noted Robert Passikoff, Brand Keys founder and president, “they’re going with more traditional gifts, including cards, brunch or dinner, flowers, jewelry, and clothing. The shift ‘back’ is a reflection of last year’s purchases when e-readers, tablets, and smartphones were the gift-of-choice. After all, no matter how much you love Mom, she doesn’t need a new computer or e-reader every year,” said Passikoff.


Methodology


As part of the Brand Keys, Customer Loyalty Engagement Index, the New York City-based brand and customer loyalty research consultancy, polled 5,000 men and women, ages 18-60, and asked them 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)
Flowers73%(+3%)
Brunch/Lunch/Dinner60%(+2%)
Gift Cards58%(unchanged)
Clothing42%(+6%)
Jewelry38%(+13)
Spa Services20%(+3%)
Books/e-books20%(+3%)
Candy5%(unchanged)
Electronics10%(-10%)

“The largest increases for gifts were in jewelry (+13%) and clothing (+6%), both areas in which consumers had cut back in recent years,” noted Passikoff.“Generally all other areas showed no changes or only small increases from last year, except, of course, electronics and that was way up last year,” noted Passikoff.

As to shopping venues, Discount and Department Stores and Online remain generally unchanged. Catalogs and Specialty Retail were each down 5%.


Where Are They Shopping?


Discount Stores43% (unchanged)
Department Stores35%(unchanged)
Specialty Stores45% (-5%)
On-line Stores29%(+1%)
Catalog15%(-5%)

But whatever they buy and wherever they buy it, folks still intend to “connect” with Mom. In-person visits are down slightly again this year, “probably due to the high cost of gasoline,” noted Passikoff, “but phone calls seem to be taking up the slack.”

Phone57%(+2%)
Personal Visits28%(-2%)
Cards12%(-1%)
On-line3%(unchanged)

While the second-biggest consumer-spending holiday behind Christmas, Chanukah, and Kwanza, Mother’s Day involves a broader spectrum of relationships, embracing step-moms, female relatives and friends. Changing family dynamics, including divorced and single-parent households, and the fact that this holiday crosses ethnic, cultural, and religious boundaries makes it a real opportunity for retailers.

“Mother’s Day has become a universal holiday. While the economy and retailers have trained consumers to look for deals, people are feeling better about the economy and about the future,” said Passikoff, “and that’s showing up in their Mother’s Day spending plans.”

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