We’re coming up on that special day to celebrate the women who carry the most important job title in the world. For millions, no one compares to mom. And this Mother’s Day, families across the U.S. will shower the women in their lives with a few extra special treats. NRF’s latest Mother’s Day consumer spending survey conducted by BIGinsight found nearly nine in 10 will celebrate the holiday in some way, shape or form – giving little credence to naysayers who argue this holiday is a bunch of fluff.
According to the survey, Americans will give mom the royal treatment this year. Consumers will shell out an average of $152 on mom, buying everything from flowers and jewelry to apparel and special outings (brunch, dinner, etc.).
What’s most notable, however, is the sheer amount that will be spent on electronic gifts for mom. But we shouldn’t be too surprised; NRF’s Retail Advertising and Marketing Association in 2010 found that moms are more tech-savvy than you think. Of those who will buy electronics, the average person will spend more than $104 on smartphones, tablets, cameras and more, up from $94 last year. That amount has nearly doubled since 2007 when celebrants planned to shell out only $58 on those items.
A few retailers are already offering unique Mother’s Day promotions on gadgets. Best Buy is letting its online shoppers vote for the deal of the day this weekend in anticipation of the holiday, and Walmart has a plethora of electronic gift items for mom’s biggest fans to choose from, including Apple products like iPads, as well as cameras and camera accessories and e-readers.
Obviously, Mother’s Day means different things to different companies. For some it’s more about personalization and memories. Hallmark lets website users personalize any card any way they wish, even offering to stamp it, address it and mail it on whichever day they want. Coach’s “You, your mom and Coach” campaign lets their enormous fan base upload special pictures of women with their moms, which will be featured in the first ever Coach Magazine. All the fun-loving details are on their Facebook page.
Specialty and apparel retailers like TJ Maxx, Macy’s and Sears are aiming to strike a chord with those looking for bright, colorful apparel and accessory gift ideas. Even home improvement retailers know there are plenty of women out there who know very well how to handle a hammer, nails and a 6.5 Amp Jim Saw. Home Depot offers an online gift center that would suit anyone shopping for a do-it-yourself type mom.
With all these great gift ideas, how will you celebrate Mother’s Day? At home with a dinner and a movie and extra-buttered popcorn? Let mom choose her own gift with a gift card to her favorite restaurant or store? Maybe send mom away for a day at the spa while you tackle the kids, cleaning and laundry? Either way, we’re sure mom still holds true to her mantra that it’s the thought that counts – but if you decide to give her something nice, she probably wouldn’t mind.
As retailers and consumers gear up for Mother’s Day, NRF’s Dan Butler shares with CNN Consumer Watch how both sides are preparing for mom’s special day in 2012.