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Mother's Day shopper study finds in-store trumps online

May 10, 2013

The market research firm Trendsource released results of its Mother's Day buying intentions study, revealing that shoppers prefer the in-store experience for buying that special gift for mom.

Despite the recent showrooming trend, the Mother's Day consumer insights study found that both men and women indicated they are more likely to purchase gifts in-store than online, with 63 percent of sons citing this as a preference and 74 percent of daughters. Additionally, 82 percent of responding husbands plan to purchase a Mother's Day gift for their wives in-store over alternative online options.

Regardless of the strong media push by floral e-commerce, flower purchasing intentions are following the same trend as other gift categories for this holiday. Local florists are in the lead across all segments followed by grocery, with 44 percent of husbands planning to buy their flowers at a local florist and 38 percent at a grocery store. Notably, of the sons purchasing flowers for their mothers, there was a significant spike in likelihood to purchase from 1-800-Flowers.com that was not present with female respondents.

Unsurprisingly, greeting cards are expected to top the charts as the preferred token of tribute to moms on Mother's Day, followed by flowers and a meal out with family. However, husbands who stated that jewelry was on their gift list for their wives are headed to department stores (26 percent) followed by Kay Jewelers (18 percent).

Read more about consumer behavior.