Consumers Look to Pamper Mom with iPads, Jewelry This Mother’s Day, According to NRF
Washington, April 30, 2013 – Working hard to support the family day in and day out, mom will be more than recognized for her devotion this Mother’s Day. According to NRF’s Mother’s Day spending survey conducted by BIGinsight, consumers will spend an average of $168.94 on mom, up 11 percent from last year’s $152.52. Total spending is expected to reach $20.7 billion.*
“It’s clear that Americans this year want to honor the woman with the hardest job in the world with unique and special gifts this Mother’s Day,” said NRF President and CEO Matthew Shay." After a long winter that kept many from splurging on any new spring merchandise, retailers are looking forward to opening their doors and surprising shoppers with promotions that are perfect for any gardener, host, fashionista or tech-savvy mom.”
While traditional gifts such as flowers, apparel and gift cards will still be popular, many consumers will stretch their budget a little further this year and treat mom to that tablet, smartphone or sparkly necklace she’s had her eye on. The survey found 14.1 percent – the highest in the survey’s history – of shoppers this Mother’s Day will spend more than $2.3 billion on electronics, up from $1.6 billion last year, and more than one-third (34.4%) of gift givers will buy jewelry, spending a total of $4.2 billion, up from $3.7 billion last year.
Additionally, gift givers will splurge on a special outing, such as brunch or dinner ($3.5 billion), flowers ($2.3 billion), gift cards ($2.0 billion), clothing or clothing accessories ($1.7 billion), and personal service gifts, such as a day at the spa ($1.5 billion).
When it comes to where people will shop, the survey found 34.4 percent of gift buyers will shop at a department store. Other shoppers will head to discount stores (29.1%), specialty stores including jewelers, florists and electronics stores (36.6%) and specialty clothing stores (8.9%). Nearly three in 10 (28.5%) Americans will buy their gifts online, up from 25.6 percent last year and the highest in the survey’s 10-year history.
In addition to celebrating “mom,” Americans will buy Mother’s Day gifts for other women in their life, including their wife (23.6%), daughter (10.5%), grandmother (8.5%) and sister (8.2%). However, most will buy for their mother or stepmother (65.2%).
“Budgetary constraints will keep many families on the lookout for the perfect group gift, like a new tablet or smartphone, or even that cashmere sweater they know mom has had her eye on,” said BIGinsight Consumer Insights Director Pam Goodfellow. “This year, there’s no question mom will blush over the outpouring of admiration her family and friends want to bestow upon her.”
About the Survey The NRF 2013 Mother’s Day consumer spending survey was designed to gauge consumer behavior and shopping trends related to the Mother’s Day holiday. The survey was conducted for NRF by BIGinsight. The poll of 4,912 consumers was conducted from April 2-9, 2013. The consumer poll has a margin of error of plus or minus 1.4 percentage points.
BIGinsight delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, BIGinsight represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues. www.BIGinsight.com
As the world’s largest retail trade association and the voice of retail worldwide, NRF represents retailers of all types and sizes, including chain restaurants and industry partners, from the United States and more than 45 countries abroad. Retailers operate more than 3.6 million U.S. establishments that support one in four U.S. jobs – 42 million working Americans. Contributing $2.5 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s This is Retail campaign highlights the industry’s opportunities for life-long careers, how retailers strengthen communities at home and abroad, and the critical role that retail plays in driving innovation. www.nrf.com
* Total spending is extrapolation of US population 18+