Article

Report: Moms win out over the economy

May 2, 2010

Good news for Mom. Jewelry gifts for Mom showed the most improvement as More than nine of 10 consumers (93 percent) plan to celebrate Mother's Day, with total spending estimated to reach $15 billion, according to the annual Brand Keys Mother's Day survey.

Celebrants intend to spend an average of $142.00 this year, up five percent from 2009. Men, following a long-time pattern, intend to spend more than women, reporting an anticipated average "spend" of $168. Women reported an anticipated spend of $116.

"Consumers feel a bit better about the economy, so Mom isn't getting shortchanged this year," said Robert Passikoff, Brand Keys founder and president. "Consumers have been shopping smarter and looking for bargains, but gifts this year will likely be a bit more substantial than they have been in the past two years."

Methodology
Brand Keys, Inc., the New York City-based brand and customer loyalty research consultancy, as part of its' Customer Loyalty Engagement Index, polled 5,000 men and women, 18-60 years of age and asked them whether, 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

• Cards: 97 percent (unchanged)            
• Flowers: 70 percent (+1 percent)            
• Brunch/Lunch/Dinner: 58 percent (+1 percent)            
• Gift Cards: 55 percent (unchanged)            
• Clothing: 36 percent (+4 percent)            
• Books: 22 percent (unchanged)            
• Jewelry: 25 percent (+7 percent)            
• Electronics: 12 percent (unchanged)            
• Spa Services: 15 percent (+4 percent)            
• Candy:5 percent (unchanged)            

"The largest increases in gift categories were in Jewelry (+7 percent) and Spa Services and Clothing (both +4 percent), areas consumer had cut back in recent years," noted Passikoff. "Also, the fact that more consumers are returning to Specialty and Department Stores to shop for Mom [see breakout below] are welcome signs that consumers are feeling better about the economy."

Where Are They Shopping?

• Discount Stores: 38 percent (-2 percent)
• Department Stores: 35 percent (+10 percent)
• Specialty Stores: 45 percent (+10 percent)
• On-line Stores: 25 percent (unchanged)
• Catalog: 20 percent (+5 percent)

There's been a slight shift away from Discount Stores for Mother's Day purchases, but whatever they buy and wherever they buy it, folks still intend to "connect" with Mom. This year consumers indicate slightly more in-person visits, again a reflection on their view of the economy.

• Phone: 50 percent (-2 percent)        
• Personal Visits: 35 percent (+5 percent)        
• Cards: 13 percent (unchanged)
• On-line: 5 percent (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 all ethnic, cultural, and religious boundaries make it a real opportunity for retailers.

"Mother's Day has become a universal holiday. People are feeling better about the economy and about the future," said Passikoff. "And while there are still times where consumers are watching their wallets and looking to cut back, this year Mother's Day isn't one of them."