TakeAway: As brands aim to offer new ways to please moms on Mother’s Day, many moms feel neglected, and even hate their presents.
While Americans expect to spend more this year on Mother’s day, nearly $140, some Moms would just prefer time off from housework and a homemade card …
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Excerpted from MediaPost.com, “Brands reach out to moms, yet they feel dissed,” April 28, 2011
With Mother’s Day a few weeks off, marketers are doing their best to offer novel ways to remember her.
Lowe’s is targeting outdoor DIY projects as the ideal way to please her, offering plenty of mom-friendly ambience and lots of bright flowers. The retailer is even connecting it to a mom-friendly cause, selling Susan G. Komen Plant for the Cure plants.
Hallmark is getting some buzz for an extensive line of postage-paid greeting cards.
But … moms aren’t exactly feeling the love. A new survey from the Mom Complex reports that 30% of moms say they typically get honored for no more than 5 to 10 minutes on Mother’s Day. In fact, 40% feel their husband and children come first on Mother’s Day, and 12% feel they don’t even make the list.
Oh, and they hate their presents. What moms really want is time off from housework (57%) and a homemade gift or card. While 42% want that, only 28% got it last year …
… Americans will be spending more on mom this year — even if it’s not on the things she wants. The National Retail Federation reports that Americans are planning to spend $140.73 on gifts, up from $126.90 last year … Total spending is expected to reach $16.3 billion …
… The biggest change is in electronics with 13.3% planning to get mom an electronic gift, a 48% jump from last year. Jewelry is expected to be popular, with 31.2% percent of celebrants planning to buy mom silver, gold or diamonds — a 19% increase. …. it will likely be one of the biggest holidays of the year for restaurants, with 54.7% treating mom to dinner or brunch. About 65% will buy flowers.
Edit by KJM
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