Brands preparing their Mother’s Day emails have reason for optimism. Consumers plan to spend an average of $233, a 4% increase over 2018, according to the BrandKeys Customer Loyalty Engagement Index.
Men will lead the way, with an average spend of $255. Women will spend $211.
That said, most gift categories are flat — with some exceptions. Here are the categories, and the change Y-O-Y.
“Gift-giving categories are generally stable, some up, some down, but only directionally,” states Robert Passikoff, president of Brand Keys. “Only spa services and gift cards were up significantly.”
He adds that “a drill down into the spa-as-gift trend revealed consumers are looking for something more personal, more individualized, and something that Mom can literally customize.”
That means emails should also be as personalized as possible. Blasts won't work.
Here is where sons and daughters intend to shop:
How will people celebrate the holiday? Passikoff notes that
“significantly more consumers intend to ‘connect’ with Mom via in-person visits.” In addition, more will use their smartphones and apps like FaceTime.
Here are their plans:
Passikoff continues that the will recipients will include moms, wives, step-moms, female relatives and friends, divorced, single-parents, same-sex and civil union households.”
Brand Keys surveyed 8,200 consumers in the U.S.