Mother’s Day Shopping Online in ’09
According to a study commissioned by the National Retail Federation, a retail trade association, with data provided by BIGresearch, 18.2% of Mother’s Day Shoppers plan to buy their gifts online this year. While down somewhat from 2008, the average online shopper expects to spend a combined net average of $181.88 for Mother’s Day. This is 47% more than the combined net average for consumers across all retail channels. Overall, 14.6% of internet shoppers plan to spend more than they did in 2008, while two-thirds expect to spend the same as they did in last year. This compares to 7.2% of consumers across all channels planning to spend more this year.
A total of 42.4% of online shoppers anticipate buying jewelry (up slightly from 2008), compared with 27.8% of consumers in all channels combined. Furthermore, the average online jewelry shopper expects to spend a net average of $34.33, compared with $20.07 of consumers across all channels. Electronics and computer-related products, books, CDs, gift certificates, and spa services such as facials and massages are other categories that attract online shoppers.
“No one will forgo celebrating Mother’s Day because of the bad economy, but they will put careful thought into what they buy and how much they spend,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “Moms will understand that kids may be spending on a budget, so inexpensive, personal gifts will go a long way.”
Figures and charts from this study can be found here: BIGresearch, Consumer Intentions & Actions, APR-09.
And exactly who are these Mother’s Day internet shoppers? An online bank, EBillme, has demographic info from their quarterly Online Billing Index (with data collected by Javelin Strategy):
Gender: 24% of Males reported that they will spend more online for Mom this year compared to 17% of Females. 12% of Males will buy more for Mom this year, compared to 6% Females.
Income: Respondents from all income groups responded favorably to spending online for Mom this year.
Ethnicity: Those respondents who identified themselves as ethnic reported a higher likelyhood of shopping online for Mother’s Day this year. African Americans 32%, Asians 31%, followed by Hispanics at 24% and Caucasians at 17%.
Marital Status: If you are single, it’s more likely that you will buy Mom a gift online this year. 27% of respondents who indicated that they are single stated that they will shop online for a Mother’s Day gift this year. This is compared to 24% who “Live with a Partner” and 19% who are Married.
Region: If you live in the Western USA, you are likely to buy online for Mom this year. 25% of those who live in the west indicated that online is where they plan to buy their gifts, compared to 22% in the North East, 20% in the South and 14% in the Mid-West. That those who live in the South indicated that they will increase their spending on Mother’s Day the most this year.
The study also found that about 20% of all Mother’s Day shoppers will be buying online (very close to the NRF’s 18.2% figure). Further, 8% of consumers plan to spend more on the internet this quarter (as opposed to last quarter).
“The slight uptick in online spending this quarter is further evidence that the online retail sector is better withstanding the economic conditions,” says Bruce Cundiff, Director of Payments Research and Consulting for Javelin Strategy & Research. “Overall, consumers are still spending more responsibly and with caution.”
In summary, Moms and Stepmothers of online shoppers will fare best this year. Of all regular internet shoppers, 80% that plan to celebrate Mother’s Day will buy a gift compared with just 62.4% of consumers across all channels.
