Monday, May 05, 2014

More Traditional Gifts Get Lionesses’ Share-of-Wallet This Mother’s Day

According to 5,000 men and women in our annual Brand Keys Mother’s Day survey, “tradition” is the watchword again this year when it comes to gifts for Mother’s Day. With nine out of 10 consumers planning to celebrate, total spending is estimated be up 7½ percent over last year.

A broader spectrum of relationships and changing family dynamics have turned the celebration – embracing step-moms, relatives, friends, and divorced and single-parent households – into a universal holiday that crosses all ethnic, cultural, and religious boundaries and portends a $19 billion windfall for retail, restaurants, and service providers The average spend?  For men, who always spend a little more, $184.00, and for women, a little less, $153.00.

They’re all buying more traditional gifts like brunch/dinner, flowers, spa services, jewelry, and clothing, all part of a continuing trend Brand Keys identified 3 years ago. No matter how much you love Mom, the reality is she doesn’t need a new tablet or smartphone every year, no matter how much tech brands wish it so. Like other gift-buying holidays, consumers (25%) are waiting for the last minute to make purchases when they believe the best deals will be available. Sure, it’s Mom we’re talking about, but over the past decade retailers have taught consumers if they wait long enough, eventually there’s a deal to be had.

Here’s what they’re buying. Percentages in parentheses indicate changes from last year:

Cards                           97%  (unchanged)                        
Flowers                        86%  (+10%)                       
Brunch/Lunch/Dinner   80%  (+10%)
Clothing                        64%  (+14%)                                                           
Gift Cards                     60%  (+2%)
Spa Services                46%  (+16%)
Jewelry                         45%  (+7%)       
Candy                           16%  (+7%)                         
E-readers                       5%  (-5%)                                            
Smartphones                  5%  (unchanged)                        

And here’s where they’re shopping:

Specialty Stores            50%     (+10%)
Department Stores        46%  (+10%)
Discount Stores             55% (unchanged)
Online Stores                30%  (unchanged)
Catalog                         10%  (-5%)

And here’s how they’re going to connect with Mom on her special day:

Phone/mobile                65%  (+8%)                
Personal Visits              21%  (-4%)                 
Online                           16%  (+10%)              
Cards                            12%  (unchanged)               

There’s a saying that “a Mother’s love grows by giving.” This year Mother’s Day celebrations and giving will be growing too. Just a little more traditionally.

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