Moms can expect traditional gifts this year – unless they need a new gadget
By Jay Keller
There’s a good mix of opinion from the retail industry when it comes to Mother’s Day gifts this year, with the National Retail Federation predicting that consumers will still try to pamper mom with iPads and jewelry on May 12 while other retail research firms back up plans to shower mom with more traditional gifts like flowers, outings and homemade treasures.
Regardless of the type of gift most will buy for the mothers in their lives, spending in 2013 is expected to be higher than levels recorded in 2012 with many retailers offering promotions and coupons.
A survey of consumers by the NRF on Mother’s Day spending showed that consumers will spend about $170 on mom, up 11 percent from last year’s average of $153, with total U.S. retail spending expected to reach $20.7 billion.
The NRF also agrees that traditional gifts will be the likely go-to option for most but data also shows that customers will still try to stretch their budgets to treat mom with a gadget or trinket.
“It’s clear that Americans this year want to honor the woman with the hardest job in the world with unique and special gifts this Mother’s Day,” NRF President and CEO Matthew Shay said in a statement.
Industry research firm Brand Keys says that “tradition” is the watchword again in 2013 when it comes to buying Mother’s Day gifts, especially since mom doesn’t need a new smartphone or tablet every year.
“Last year, consumers shifted from high-tech gifts to more traditional gifts,” Brand Keys President Robert Passikoff said in a statement.
Passikoff also noted that spending on gifts in 2013 will largely feature gift cards, a meal and flowers.
Market researchers at IBISWorld also backed the predicted rise in spending and a drop in tech-related purchases in a survey published this week.
The IBISWorld data also showed that customers have slowly returned to splurging on gifts since the 2008 recession with a large share of gifts coming in the form of memory-making events like brunch or dinner.
“Most popular gift categories will perform well this holiday, but flowers and gift certificates are forecast to experience the highest growth,” IBISWorld said in a statrment.
A new study from Child’s Play Communications, a firm that specializes in marketing to moms, advises families to skip the store-bought gifts (and breakfast in bed), saying mom’s mostly want a homemade gift or day off to relax.
The worst gifts, according to several of mothers surveyed, were a vacuum cleaner followed by kitchen appliances, jumper cables and “weed wackers.”
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