What Can $25B Get You On Mother’s Day: Flowers, Jewelry, Gym Membership
Wednesday, April 24, 2019 at 06:43PM
NYSportsJournalism.com in Finances, Mothers Day, NRF, finances, marketing

By Barry Janoff

April 24, 2019: According to the iconic girl group The Shirelles, “Mama said there'll be days like this/There'll be days like this, mama said.”

That day is Mother’s Day, and this year spend is expected to hit a record $25 billion, up from $23.1 billion in 2018, which was down slightly from the previous record $23.6 billion spent in 2017.

Some 84% of adults in the U.S. are expected to celebrate in honor of their mothers and other women in their live on May 12. according to a new survey from the National Retail Federation.

“This year’s spending is expected to be the highest in the 16-year history of our survey,” Matthew Shay, NRF President and CEO, said via the Washington, DC-based group.

“Consumers are excited to celebrate all the moms in their lives, and retailers are ready to inspire consumers with unique gift options.”

The new record is some $10 billion more than the record-spend reached for Father’s Day in 2018, which topped $15 billion; and about $4 billion more than the record $20.7 billion spend during Valentine's Day this past February.

Marketers are all-in for the event.

Portal From Facebook is running a commercial (pictured above) staring Neil Patrick Harris, who discovers what the moms of Dwayne Johnson, Serena Williams, Snoop Dogg, Odell Beckham Jr (pictured below) and Jonah Hill do when their kids are too busy to celebrate Mother’s Day.

The NHL recently signed a multi-year deal with Massachusetts Mutual Life Insurance that includes a hockey-mom element.

The alliance is being supported by a NHL Most Valuable Hockey Mom presented by MassMutual campaign, which “celebrates Mother's Day and the sacrifices hockey moms across the United States make behind the scenes every day.”

People in the U.S. are being encouraged to honor hockey moms and share their inspiring stories of commitment, contributions and support to the sport and those who play it.

At the end of the campaign, the winner of NHL Most Valuable Hockey Mom presented by MassMutual will receive a trip along with a guest to attend the 2019 NHL Awards in Las Vegas. (Details here.)

According to 1-800-Flowers, the e-company expects to deliver “20 million stems and 160,000 plants and succulents for Mother’s Day.” That includes 50%-60% of its total traffic via mobile devices, higher than its non-peak holidays.

“Consumers are excited to celebrate all the moms in their lives, and retailers are ready to inspire consumers with unique gift options.”

New for 1-800-Flowers this year, Google Home as a voice platform for shopping and transacting as well as a mobile consumer app for the new Samsung Galaxy Fold smartphone.

23AndMe is running a spot offering “the perfect gift to your mom this Mother’s Day: Get $30 off 23andMe’s Health + Ancestry kit through May 13.”

With the exception of 2014 and 2018, Mother’s Day spend has risen every year since 2009 ($14.1 billion), topping the $20 billion mark for the first time in 2013 ($20.7 billion), dipping the next year ($19.9 billion) before rising the next few years.

Those celebrating are expected to spend an average $196, compared with $180 in 2018.

Consumers ages 35-44 are predicted to spend the most, an average $248, up from $224.

Men are likely to spend more than women: $237 compared to $158, according to NRF.

The top-spend category is jewelry at $5.2 billion, followed by such “special outings” as spa, gym membership, concerts or events at $4.6 billion.

Flowers and gift cards and/or certificates will each reach $2.6 billion; personal service is expected to reach $2 billion.

Top-spend categories also include clothing ($2.3 billion), consumer electronics ($2.2 billion) and housewares or gardening tools ($1.1 billion).

People will also spend $843 million on greeting cards. Books or CDs will reach $544 million.

NRF's Annual 2019 Mother's Day Spending Survey was conducted by Prosper Insights & Analytics.

“Mother’s Day is about celebrating a very special person or persons in your life,”  Phil Rist, Prosper vp-strategy, said via the firm.

“Consumers today want to make sure they’re gifting mom something that will make her feel loved. And they’ll use all the inspiration and guidance they can get in finding that perfect gift.”

Back to Home Page

Article originally appeared on NYSportsJournalism.com (http://www.nysportsjournalism.com/).
See website for complete article licensing information.