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Online Mother’s Day shoppers clearly think Mom (and grandmothers and sisters, among others) rule. According to the latest NRF / Shop.org consumer survey conducted by BIGresearch earlier this month, one in five consumers celebrating Mother’s Day this year will buy some portion of their gifts for the occasion online.
As I mused recently when we released our Easter survey results online shoppers are a generous lot and this Mother’s Day is no different:
- More than four out of five online Mother’s Day shoppers will shop specifically for their moms and stepmoms this year, compared with three out of five general Mother’s Day shoppers. One in five online shoppers will also buy for their wife, in line with general shoppers. Interestingly, online shoppers are also twice as likely as others to buy for their grandmothers this year, possibly something else to call out your marketing message for this holiday.
- Online Mother’s Day shoppers expect to spend a combined net average of almost $201, or 58% more than all Mother’s Day shoppers.
- One quarter of online Mother’s Day shoppers expect to spend more for the occasion this year than last (vs. just 11% of all shoppers).
- Among other gifts, online Mother’s Day shoppers will concentrate their spending on jewelry ($38.12), a special outing such as dinner or brunch ($28.57), and flowers ($25.21).
- Certainly, online Mother’s Day shoppers won’t make all of their purchases solely online – among other venues, one quarter will also shop in discount stores and one third will shop in department stores.
Shop.org Members can download the full results here. For further details on the overall survey results, please see also the NRF press release on the subject. As always, do let us know your thoughts. Parting words of advice from this mom: you have just 12 days left to reserve that brunch and buy your Mother’s Day gifts…
