Mother’s Day is Recession Resistant

Posted on | April 24, 2009 |

By Robert Passikoff
The truth to the statement that “mothers hold their children’s hands for a short while, but their hearts forever” is being substantiated by the fact that even in the current economic downturn nine out of 10 consumers (90%) are still planning to celebrate Mother’s Day.

Celebrants intend to spend an average of $135.00 this year, down only 4% from last year. Men intend to spend more than women, reporting an anticipated average “spend” of $160, with women reporting an anticipated spend of $110. Mom isn’t going to get shortchanged just because of a weak economy. Consumers are shopping a lot smarter this year, and cutting back just a little on the more expensive gifts.

Brand Keys, Inc., a New York City-based brand and customer loyalty research consultancy, as part of their Customer Loyalty Engagement Index, polled 1,200 men and women, 18-60 years of age, asking whether, and how, they were planning to celebrate Mother’s Day. Here’s what they found (percentages in parentheses indicate changes from 2008).

While average-spend for Mother’s Day is not significantly lower than last year, the effects of the economic downturn are showing up more in the types of retailers where consumers indicate they’ll be shopping and some small cut-backs in more expensive gifts. The beneficiaries of a tougher economy and more careful spending on the part of consumers is showing up most for Discount Stores (up 30% over last year) and Department Stores (up 10% over last year). We believe that these changes in favored retailers is a continuing ‘halo effect’ from this past holiday shopping season. Discount Retailers and particularly Department Stores, in light of their high and continuing discounting, seemed to be seen as making the best dollar-value offers.

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

Some of the modes of connection and communication may vary, but references to Mother’s Day can be traced back to ancient Greece and to Rhea, Mother of the Gods. In the 1600s, England celebrated “Mothering Sunday,” and in 1872, in the United States, Julia Ward Howe suggested a Mother’s Day dedicated to peace. In 1907, Ana Jarvis began a campaign to establish a national Mother’s Day, and in 1914 President Woodrow Wilson made Mother’s Day an annual national holiday celebrated on the second Sunday in May.

While the 2009 average spend is slightly slimmer than last year, Mother’s Day still 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 has become a universal holiday. The only real change is that shopping is going to be a bit more deliberate this year. In this economy there are lots of places you can cut back. Mom isn’t one of them.