Consumer’s Going More Traditional (Again) For Mother’s Day 2013
Consumer’s Going More Traditional (Again) For Mother’s Day 2013
Brand Keys Survey Finds 5% Spending Increase,
More Traditional Gifts To Get ‘Lionesses’ Share-of-Wallet
NEW YORK, NY May 1 – “Tradition” is the watchword again this year when it comes to buying Mom Mother’s Day gifts. According to the annual Brand Keys survey of purchase intent, more than nine of 10 consumers (92%) plan to celebrate Mother’s Day, driving total spending to nearly $18.6 billion.
Celebrants intend to spend on average $171.00, up five percent over 2012. Men, following their traditional pattern, intend to spend more than women, reporting an anticipated average “spend” of $200. Women reported an anticipated spend of $142.
“Last year consumers shifted from high-tech gifts to more traditional gifts,” noted Robert Passikoff, Brand Keys (www.BrandKeys.com) founder and president, “and consumers are doing that again this year, reporting intended purchases for more traditional gifts and events including cards, brunch or dinner, flowers, and clothing.”
The continuing trend toward traditional gifts is a reaction to 2011’s purchases when e-readers, tablets, computers, and smartphones were gifts-of-choice. “No matter how much you love Mom, she really doesn’t need a new phone or tablet every year,” said Passikoff, “no matter how much tech brands wish that was the case.” This year “spa services” outpaced technology gifts.
Methodology
Brand Keys, Inc., the New York City-based brand and customer loyalty and engagement research consultancy, as part of its Customer Loyalty Engagement Index, polled 5,200 men and women, ages 18-65, 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 2012).
What They’re Buying Mom
Cards97%(unchanged from 2012)
Flowers79%(+6% from 2012)
Brunch/Lunch/Dinner70%(+10%)
Gift Cards59%(+1%)
Clothing50%(+8%)
Jewelry38%(unchanged)
Spa Services 30%(+10%)
E-readers10%(-10%)
Candy 9%(+4%)
Computers/Tablets 5%(-5%)
“The largest increases were seen in Clothing and Spa Services, each up 10% over last year,” noted Passikoff. “Generally all other areas, with the exception of technology gifts, showed moderate increases over last year.”
As to shopping venues, Discount, Department Stores and Online remain generally unchanged. Catalogs and Specialty Retail were each down 5% again this year.
Where Are They Shopping?
Discount Stores 45% (+2%)
Department Stores 36% (+1%)
Specialty Stores 40% (-5%)
On-line Stores 30% (+1%)
Catalog 10% (-5%)
But, also following tradition, consumers still intend to “connect” with Mom. In-person visits are down slightly again this year, “probably due to increasing dependence on electronic connections,” noted Passikoff, “but phone (+2%) and on-line (+2%) seem to be taking up the slack.”
Phone 57%(+2%)
Personal Visits25%(-4%)
Cards 12%(unchanged)
On-line 6%(+2%)
While the second-biggest consumer-spending holiday behind Christmas, Chanukah, and Kwanza, Mother’s Day now involves a broader spectrum of relationships. “Mother’s Day has become more of a universal holiday,” said Passikoff. “It now embraces 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.”
May 1, 2013