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April 17, 2007

Mom to Enjoy Royal Treatment This Year, According to NRF

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For Immediate Release
Contact: Kathy Grannis or Scott Krugman (202) 783-7971
grannisk@nrf.com or krugmans@nrf.com

Mom to Enjoy Royal Treatment This Year, According to NRF
-Consumers are Expected to Spend Almost $16 Billion-

Washington, April 17, 2007 – This Mother’s Day, consumers plan to spend $15.73 billion as they shower the women in their lives with jewelry, flowers, clothing, and even trips to the spa. According to the National Retail Federation’s 2007 Mother’s Day Consumer Intentions and Actions survey, conducted by BIGresearch, consumers are expected to spend an average of $139.14 on the holiday compared to last year’s $122.16.

The study found that the majority of consumers plan to celebrate (84.5%) this year. Shoppers plan to spend nearly $1.6 billion on clothes and accessories (37.0%), $2.1 billion on jewelry (32.8%), $2.3 billion on flowers (72.4%) and $3.1 billion on a special dinner or brunch at their favorite restaurant (61.0%).

“For mom, it’s the thought that counts,” said NRF President and CEO Tracy Mullin. “As people find more creative ways to treat the women in their lives to something special, retailers of all types and sizes stand to benefit from Mother’s Day.”

Other popular gifts for the holiday include greeting cards (86.8%), gift certificates (39.3%), books or CDs (29.3%), housewares or gardening tools 18.5%) and consumer electronics or computer related accessories (11.3%). 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 dishing out $1.3 billion on these gifts. Last year, only 14.5 percent of consumers purchased this type of service for mom.

The large majority (37.5%) of gifts will be purchased at a specialty store, such as a florist, jeweler or electronics store. Almost one-quarter (24.0%) of consumers will shop at a discount store, 29.0 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, 20.0 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,” stated Phil Rist, Vice President of Strategy at BIGresearch. “Luxury gifts such as jewelry and special services like a gift card to a spa allow mom to indulge on something she normally does not spend her own money on.”

Not surprisingly, men plan to spend the most this Mother’s Day, with the average male shopper 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).

About the Survey
The NRF 2007 Mother's Day Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the Mother's Day holiday. The survey was conducted for NRF by BIGresearch. The poll of 7,859 consumers was conducted from April 4-11. The consumer poll has a margin of error of plus or minus 1.0 percent.

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch's syndicated Consumer Intentions and Actions survey monitors the pulse of more than 7,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet and independent stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.4 million U.S. retail establishments, more than 23 million employees - about one in five American workers - and 2006 sales of $4.7 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.

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