2017 Mother's Day Consumer Insights Study

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According to TrendSource's 2017 Mother's Day Consumer Insights Study, Retailers have some work to do.

consumer insight study mother's day market research

Mother's Day 2017 Consumer Insight Study

Over half of mothers (55%) indicated that a spa-related gift was their top choice this year, but a lot of these mothers will be disappointed as 45% of shoppers will be buying flowers

TrendSource Trusted Insight, a market research and strategic consulting firm, surveyed Mother’s Day shoppers to uncover their retail and dining intentions in its 2017 Mother’s Day Consumer Insights Study.

Over half of shoppers think about gift options at least a month before the holiday, but 77% of them will not make a purchase until the week before, and ten percent of all shoppers wait until the day before. This means that retailers should prepare for a last-minute rush, but should not be shy about launching advertising campaigns early in the season. “That’s a key time to target shoppers,” Corey Hagler, VP of Insights, noted. “When gifts are on shoppers’ minds but they have yet to make any decisions—that’s when advertisers should strike.”

As we saw in previous years, there is once again a disconnect between what Moms want and what they can expect. Over half of mothers (55%) indicated that a spa-related gift was their top choice this year, but a lot of these mothers will be disappointed as only 20% of Mother’s Day shoppers actually plan to purchase one. Instead, 45% of shoppers will be buying flowers. Ironically, when asked what their biggest purchase influencers were, 65% of shoppers responded that they “know it’s what they like.” Marketing campaigns should look to bridge the gaps between Mothers’ expectations and shoppers plans by helping shoppers figure out what exactly mother likes.

The full study explores other topics, including which gift categories are more likely to be purchased in-store vs. online, what types of dining experiences mothers can expect, and how generation influences budgets and gift ideas (Millennials are movin’ on up!). Download the full study.

About this Study:
TrendSource Trusted Insight conducted this research study between March 20 and March 31, 2017 by surveying 1,497 North American respondents (18 years or older) in The Source database. TrendSource has the unique distinction as a market research organization that is an ISO 9001:2008 certified company. For more information about this study or TrendSource’s services email TrustedInsight@TrendSource.com or visit http://www.trendsource.com

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Aaron Amerling
TrendSource, Inc.
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