Traditional Mother’s Day gifts will get a large share-of-wallet this year. Eighty-eight percent of consumers plan to celebrate Mother’s Day 2016 and clothing is this year’s big winner, according to the annual Brand Keys Mother’s Day survey.
Celebrants intend to spend on average $205.00 this year, a 6 percent increase over 2015. Men, following a long-standing tradition, intend to spend more than women, reporting an anticipated average spend of $228. Women reported an anticipated spend of $182.
“Once again, tradition has trumped tech,” said Robert Passikoff, president of Brand Keys Inc., a New York-based brand engagement consultancy. “Cards, meals and flowers have become price-of-entry for the holiday. But when it came to more substantial gifts, clothing showed the greatest change from last year – up 10 percent.” Jewelry was up too, by 7 percent. Spending on tech related gifts was generally unchanged, with only 12 percent indicating that kind of purchase.
Respondents to the survey reported plans to buy mom a variety of things:
- cards (95 percent);
- brunch/lunch/dinner (90 percent);
- flowers (85 percent);
- clothing (80 percent);
- jewelry (59 percent);
- spa services (52 percent);
- gift cards (50 percent);
- books (19 percent);
- housewares/gardening tools (16 percent);
- candy (12 percent); and
- electronics/smartphones (12 percent).
More-and-more, Mother’s Day encompasses a broader spectrum of relationships as it becomes a more universal celebration,” said Passikoff, “The holiday celebrant range includes virtually everyone: moms, wives, step-moms, female relatives and friends, divorced and single-parent households. It crosses cultural, ethnic and religious boundaries, making it a real opportunity for retailers – an occasion nearly everyone celebrates.”
More consumers intend to connect with Mom with in-person visits. Phone calls and online chats remain unchanged from last year, although it’s worth noting that given the ubiquity of smartphones, Mother’s Day has become one the most popular holidays to place a call.
Methodology
As part of Brand Keys’ annual Customer Loyalty Engagement Index, 6,133 men and women, ages 18-65 from the nine U.S. Census regions, were asked if and how they planned to celebrate Mother’s Day, with most consumers indicating multiple gift purchases.
from Quirks Marketing Research Review Blog http://ift.tt/1T0E5E3
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