• by Jack Loechner , Staff Writer, May 3, 2006

According to Constant Contact's 2006 Mother's Day Outlook survey, U.S. small business owners are also anticipating the Mother's Day holiday, as 66 percent expect strong Mother's Day sales this year. In terms of anticipated holiday sales by top industries, Hospitality (restaurant, travel, and lodging) led with 87 percent expecting strong sales this year, followed by Consumer Services (jewelers, spas, beauty salons, fitness and photography) at 69 percent, and Retail (specialty shop, clothing store, florist) at 67 percent.

75 percent of small businesses are planning special promotions around the event. In addition, because 78 percent expect more online shopping by their customers this year, the majority of small businesses are using online marketing to capture a greater share of sales.

Email marketing and online marketing are more popular with small businesses than traditional marketing tactics, according to the survey. When asked to reveal the various methods they will use to promote Mother's Day offerings:

• Email marketing prevailed at 81 percent
• Online marketing at 42 percent
• Flyers, 25 percent
• Direct mail, 23 percent
• Print/broadcasting/radio advertising at  21 percent

Mother's day consumer behavior trends, according to the study, show that:

• 54 percent of U.S. small business owners expect customers to spend $25 - $75 on Mother's Day gifts
• 30 percent predict that the average consumer will spend over $75
• Husbands and daughters comprise 72 percent of those making the purchases, reservations, and appointments
• Mothers at 20 percent
• Sons at 8 percent.

Questions and results from the survey include the following:

For the complete release and more on this study, visit here.