US consumer spending on Mother’s Day expected to be up by 4% over 2018

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 02, 2019, 10:31 AM UTC

Men plan to spend $255 on average, and women are likely to spend $211.

Brand Keys’ Customer Loyalty Engagement Index found that US customers would spend $233 on average this Mother’s Day. The research surveyed 8200 consumers, and identified a 4% increase in consumer spending over 2018.

The study found spending towards categories such as Spa Services and Gift Cards as gifts had increased by 11% and 5% respectively from last year. Where 66% of consumers prefer gifting Spa Services, 65% of consumers opt for Gift Cards.

Robert Passikoff, president of Brand Keys said that gifting Spa Services indicates that consumers seek something “personal, more individualized, and something that Mom can literally customize”. With customers seeking personalisation, brand’s emails need to be as personalised as possible which excludes sending out bulk mails.

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