Almost 85% of American adults are planning to celebrate Mother’s Day this Sunday, reports the NRF, with celebrants expecting to spend just over $172 on items such as clothing, jewelry and flowers. While the per-celebrant spending estimate is down slightly from last year’s peak, the total amount projected to be spent on Mother’s Day – of $21.4 billion – would represent the highest figure in at least a decade.
The gifts expected to contribute most to overall Mother’s Day spending, based on the NRF survey, are:
- Jewelry – $4.2 billion total, with 35.3% of shoppers buying;
- Special outings such as dinner or brunch – $4.1 billion total, with 55.2% planning;
- Flowers – $2.4 billion total, with 66.5% expecting to purchase; and
- Gift cards – $2.2 billion total, planned by 43.2%.
Shoppers are most likely to be visiting department stores (33%) and specialty stores (28.7%) for gifts, with many also planning to make purchases online (27.3%). In each case, the 18-24 population shows an above-average likelihood of making purchases via the destination (50.8%, 35%, and 37.6%, respectively).
A separate survey from Brand Keys finds more enthusiasm surrounding Mother’s Day spending this year, with the per-celebrant spending estimate of $205 being 6% higher than last year. The Brand Keys survey also finds different spending plans on the part of consumers, with cards (95%) the most popular gift item, followed by brunch/lunch/dinner (90%), flowers (85%), clothing (80%) and jewelry (59%).
As for moms themselves? An Ebates survey suggests that the gift they most want this Mother’s Day is quality time with their family (65%), with flowers (33%), chocolate (28%), a spa day (28%) and family brunch (27%) trailing. Meanwhile the number one gift that mothers do not want to receive? A gym membership, cited by 94% of respondents.
Almost 2 in 3 consumers surveyed by Brand Keys say that they’ll wait to make their purchases until the end of April and beginning of May, when they believe they can find the best deals. Recent data from Hitwise, a division of Connexity, supports that behavior: roughly 70% of Mother’s Day-focused online activity is expected to occur during the week prior to that day, per the firm. Additionally, Marin Software shows that last year, digital ad campaigns saw higher clicks, click-through rates, and conversions in the week leading up to Mother’s Day, with the 5th day prior being the highest for conversions, and CPCs.
By examining Millennials mothers’ search activity, Hitwise surmises that non-standard fitness-related ideas such as ClassPass, CrossFit and Vinyasa Yoga might be a “safer bet.” Other items they over-index in search activity for include Spotify Premium, Pandora One, Amazon Echo/Dot/Tap, as well as subscription services including Blue Apron, Le Tote and Mistobox.
Finally, in reviewing Mother’s Day emails sent in 2014 and 2015, Yesmail and Persado recommend including references to Mother’s Day early in subject lines, using descriptive language, and employing language that engages emotions, particularly encouragement and curiosity.
About the Data: The NRF data is based on a survey of 7,008 US adults (18+), conducted 4/5-4/13/2016.
The Ebates survey was conducted online within the United States by SSI on behalf of Ebates from April 7-8, 2016 among 1,003 adults ages 18 and older.
Brand Keys, polled 6,133 men and women, ages 18-65 from the nine U.S. Census regions. The analysis has a margin of error of + 2%.