Mother’s Day Becomes Universal - Men Spend More than Women on Mom

Posted on | April 28, 2008 |

With nine out of 10 consumers (90%) planning to celebrate Mother’s Day, retailers should have reason to celebrate.Although the average anticipated spend has not increased only $7.00 since 2007, celebrants intend to spend an average of $140.00 on Mom this year. Men intend to spend more than women, reporting an anticipated average “spend” for celebrating Mother’s Day of $170; women report $110, according to Brand Keys’ annual survey.

Brand Keys, Inc., a New York City-based brand and customer loyalty research consultancy, as part of its Customer Loyalty Engagement Index, polled 1,200 men and women, 18-65 years of age and asked them how they were planning to celebrate Mother’s Day. Here’s what they found.

What They’re Buying:

Nearly everybody is giving or sending cards. Celebratory meals, gift cards, and electronics are all up in terms of anticipated spend (all +5%). All other categories remain generally unchanged.

Where Are They Shopping?

Specialty Stores - 35%
Department Stores - 25%
On-line Stores - 20%
Catalog - 10%
Discount Stores - 10%

More consumers indicated that they are likely to shop on-line this year (+6%) to the detriment of specialty stores (-4%) and department stores (-3%), due primarily to increased gas prices and decreased occasions of ancillary driving to shop.

But whatever they buy and wherever they buy it, folks intend to “connect” with Mom on Mother’s Day. Here’s how:

In 2008, Mother’s Day involves a broader spectrum of relationships, embracing step-moms, female relatives and friends. Changing family dynamics, including divorced and single-parent households, and the fact that this holiday crosses virtually all ethnic, cultural, and religious boundaries, is the major reason why Mother’s Day is becoming a universal holiday.

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