Studies Indicate Lower ’09 Mother’s Day Spending
Studies from Brand Keys and the NRF indicate spending for this year’s Mother’s Day holiday will be lower than last year. However, NRF figures predict a sharper spending decline.
According to the Brand Keys Customer Loyalty Engagement Index, the average consumer will spend $135 per person on Mother’s Day this year, down 4% from about $140 last year. In contrast, the NRF predicts the average consumer will only spend $123.89 this year, down about 10% from $138.63 last year. Brand Keys predicted 90% of consumers will celebrate Mother’s Day in 2009, while the NRF predicted 83.3% of consumers will celebrate the holiday this year.
Other contrasting highlights from the two studies include:
- 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.
As part of its Customer Loyalty Engagement Index, Brand Keys polled 1,200 men and women, 18-60 years of age, asking whether, and how, they were planning to celebrate Mother’s Day. The NRF survey of 8,667 consumers was conducted by BIGresearch from March 31 – April 7, 2009.