Mom’s Day Spending Trumped Only by That of Winter Holidays: NRF

Having spent a little more on Valentine’s Day, Easter and St. Patrick’s Day in 2010, consumers will carry on the trend by spending a higher amount on Mom, too. According to the National Retail Foundation’s (NRF) 2010 Mother’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, only the winter holidays (Christmas, Hanukkah and Kwanza) are bigger holidays than Mother’s Day in terms of U.S. consumer spending. The survey additionally found that the average person would fork over $126.90 on presents for Mom this year, vs. $123.89 in 2009. Total spending is expected to reach $14.6 billion (extrapolation of U.S. population 18 and older).

In honor of Mom, billions will be spent at restaurants, clothing, jewelry and flowers. Almost two-thirds (65.2 percent) of celebrants will purchase flowers, totaling $1.9 billion. Another 51.8 percent will take their mothers to brunch or dinner, spending $2.9 billion on a special meal. When it comes to jewelry, 26.2 percent of people said they plan to buy a bracelet or earring set for Mom, totaling $2.5 billion. Others will purchase clothing or clothing accessories ($1.3 billion), gift certificates ($1.5 billion), personal services such as a day spa visit ($933 million), consumer electronics ($906 million) and greeting cards ($671 million).

“Even with slight improvements in the economy, consumers are still looking for unique, sentimental and inexpensive ways to show mom that she is important,” noted Tracy Mullin, president and CEO of Washington-based NRF. “Retailers and restaurants will have an array of gift options for people to choose from, ranging from small flower bouquets to brunch and dinner promotions for the entire family to enjoy.”

In a noticeable shift regarding where people will buy Mother’s Day gifts this year, one-third (30.6 percent) will go to department stores, compared with 27.2 percent last year. Specialty stores such as florists or jewelers will see the most traffic, however (33.6 percent). Others will get gifts at discount stores (30.4 percent), online (19.7 percent), specialty clothing store (6.2 percent) or from catalogs (2.5 percents).

Of the 83.3 percent of Americans marking the occasion this year, most buy a gift for their mother or stepmother (62.6 percent), or wife (20.6%), while additional consumers will get something special for their daughter (9.4 percent), grandmother (7.9 percent), sister (7.6 percent), friend (6.8 percent) or godmother (1.7 percent).

“For some, Mom is the glue that holds the family together,” explained Phil Rist, EVP, strategic initiatives at Worthington, Ohio-based market intelligence firm BIGresearch. “After a few years of cutting back on their discretionary spending, consumers will open up their wallets a little bit more to celebrate the woman with the most important job in the world.”

Men will spend much more than women for the observance, laying out an average of $154.74, vs. women, who will spend an average of $100.46. Adults 25 to 34 years old will spend the most, with the average person in that age group expected to spend $156.84; young adults will spend only slightly less, at $155.52 average per person.

The survey of 8,197 consumers, which took place from April 6 through April 13, 2010, has a margin of error of plus or minus 1.0 percent.

This year, Mother’s Day falls on May 9.
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