Mother’s Day might not be as rosy for mom this year, with U.S. consumers
planning on scaling back on the quantity of gifts they buy for the
holiday, according to the National Retail Federation (NRF). According to NRF’s 2008 Mother’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, consumers will spend an average of $138.63 this year, compared to $139.14 last year. Total consumer spending is expected to reach $15.8 billion.
Of the 84.2 per cent of consumers celebrating Mother’s Day, the majority will invest in one major gift for mom, instead of several smaller gifts. This is largely apparent in the jewelry category: while the percentage of those buying jewelry decreased from last year (32.8 per cent vs. 29.7 in 2008), those planning on buying mom something shiny will still spend a total of $2.7 billion, compared to $2.1 billion last year.
“Mom has been saying for decades that it’s the thought that counts on Mother’s Day, and this year, kids might actually be listening,” said NRF President and CEO Tracy Mullin. “Retailers will offer specials on popular items such as digital cameras and gardening tools to make it easy for those who want to surprise mom with a gift.”
When it comes to popular gifts, consumers will shell out nearly $3.0 billion on a special dinner or brunch, $1.2 billion on consumer electronics like digital cameras, digital photo frames and video cameras, $2.0 billion on flowers, $1.4 on clothing and accessories and $1.1 billion on personal service gifts like a trip to a favorite spa or salon. Shoppers will also spend $1.6 billion on gift cards/gift certificates, $696 million on housewares and gardening tools and $672 million on greeting cards.
The majority of consumers shopping for Mother’s Day gifts will head to specialty stores (35 per cent), discount stores (25.7 per cent) and department stores (28.8 per cent). Others will shop at specialty clothing stores (6.6 per cent), online (18.3 per cent) and through catalogs (3.4 per cent).
Young adults aged 18-24, many of whom have wives, mothers, grandmothers and sisters, will spend the most at an average of $170.71. The 25-34 year-old age group will spend an average of $153.17, followed by 35-44 year-olds who will spend an average of $145.86.
“Consumers will be very cautious with their wallets this Mother’s Day, heeding mom’s advice that she really doesn’t need much,” said BIGresearch Vice President of Strategy Phil Rist. “Gas prices and other economic issues will still be at the forefront of people’s minds as they shop around for the perfect gift for mom.”
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