Mother’s Day Spending Expected to Decline

April 21, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | CPG & FMCG | Retail & E-Commerce | Women

Recent studies from both Brand Keys and the National Retail Federation (NRF) indicate US spending for this year’s Mother’s Day holiday will be lower than last year, though NRF predicts a sharper spending decline, reports Retailer Daily.

According to the Brand Keys Customer Loyalty Engagement Index, the average consumer will spend $135 per person on Mother’s Day in 2009, down 4% from about $140 in 2008. In a similar study, the NRF predicts the average consumer will only spend $123.89 this year, down about 10% from $138.63 last year. Brand Keys predicts 90% of consumers will celebrate Mother’s Day in 2009, while the NRF predicts only 83.3% of consumers will celebrate the holiday this year.

nrf-brandkeys-retailer-daily-mothers-day-spending-april-20091.jpg

Other contrasting highlights from the two studies:

  • Brand Keys predicts 69% of consumers will purchase flowers, while the NRF predicts 66.8% will do so.
  • Brand Keys estimates 57% of consumers will go to lunch, brunch or dinner, while the NRF predicts 54.8% will eat out.
  • Brand Keys predicts 40% of consumers will shop at a discount retailer, while the NRF predicts 30.2% will do so.
  • Brand Keys estimates 25% of consumers will shop online, while the NRF estimates 18.2% will do so.

The NRF forecasts total holiday spending for Mother’s Day this year will be $14.1 billion.

About the surveys: As part of its Customer Loyalty Engagement Index, Brand Keys polled 1,200 men and women ages 18-60, and asked wheter, and how, they are planning to celebrate Mother’s Day. The NRF survey of 8,667 consumers was conducted by BIGresearch from March 31 – April 7, 2009.

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