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Hey Mom! You're Special!
Consumers are expected to spend $15.73 billion this Mother's Day on jewelry, flowers, clothing and even trips to the spa, according to the National Retail Federation's (NRF) 2007 Mother's Day Consumer Actions and Intentions survey.
According to the survey, conducted by Big Research, consumers are expected to spend an average of $139.14 on the holiday, compared to $122.16 in 2006.
The study found that the majority of consumers (84.5 percent) plan to celebrate this year, and will spend nearly $1.6 billion on clothes and accessories (37 percent), $2.1 billion on jewelry (32.8 percent), $2.3 billion on flowers (72.4 percent) and $3.1 billion on a special dinner or brunch at mom’s favorite restaurant (61 percent).
Other popular gifts for the holiday include greeting cards (86.8 percent), gift certificates (39.3 percent), books or CDs (29.3 percent), housewares or gardening tools (18.5 percent), and consumer electronics or computer-related accessories (11.3 percent). In recent years, pampering mom with a personal-service gift such as a trip to the spa or beauty salon has become a favorite gift choice, with 19.7 percent of consumers planning on spending $1.3 billion on these gifts. Last year, only 14.5 percent of consumers purchased this type of service for mom.
A large majority (37.5 percent) of gifts will be purchased at a specialty store such as a florist, jeweler or electronics store. About a quarter of consumers will shop at a discount store, 29 percent will head to a department store and 2.9 percent will buy from a catalog. As online shopping continues to become a favorite way to shop, 20 percent of consumers will shop for mom online, compared to only 16.9 percent who did so last year.
"Although it's hard to measure our love for mom, consumers continue to spend on special, one-of-a-kind gifts for her," Big Research Vice President of Strategy Phil Rist said. "Luxury gifts such as jewelry and special services such a gift card to a spa allow mom to indulge on something she normally does not spend her own money on."
Men plan to spend the most this Mother's Day, with the average male consumer planning to spend $172.91, compared to women's estimated $107.18. Shoppers ages 25-34 will spend the most this year ($151.42), followed by 35-44 year olds ($147.30), 55-64 year olds ($138.14) and 18-24 year olds ($137.73).
The NRF 2007 Mother's Day Consumer Intentions and Actions Survey polled 7,859 consumers from April 4-11. The consumer poll has a margin of error of plus or minus 1 percent.
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