Cards, Bling And Bouquets, Meals And ‘Mom’S Day Off’ Top Gifts Mom Wants To Receive On Mother’S Day, According To Discover® Card Mother’S Day Shopping Survey
May 8, 2006
Riverwoods, IL, May 8, 2006 –
They're multi-tasking women who deftly handle
everything from diapers and deadlines to carpooling
and conference calls. They're moms, of course,
and while they like bouquets and bling, they also
want a break, according to a Mother's Day Shopping
Survey, released today by Discover Card. The survey
also revealed a wide range of projected shopping
trends and spending patterns for Mother's Day
on May 14.
Moms Want Flowers,
Kind Words, and a Day Off – But Will She Get Them?
Top survey findings reveal that:
· In general, mothers and
children agree when it comes to the classic Mother's
Day combination of a card and flowers. More than
half of the mothers polled, 51 percent, said they
hope to receive a card, and 52 percent of respondents
are looking forward to giving mom some thoughtful
words for the occasion. Similarly, 36 percent
of mothers are wishing for flowers…and 31 percent
of children plan on buying them.
·But
other top items on mom's list didn't fare as well.
While 31 percent of moms want to be taken to
a restaurant, only 13 percent of consumers said
they would take their mothers out to eat.
· Moms hoping for some bling
or a well-deserved break may be disappointed.
Twenty-six percent of mothers said they want
jewelry but only 11 percent of respondents anticipate
buying their mothers trinkets or diamonds. Likewise,
26 percent of moms said they wanted a “day off”
from family responsibilities but only two percent
of respondents intend to give this treat as a
gift.
Spending Varies For Wives,
Mothers, and Mothers-in-Law
Discover
Card's survey results reveal trends on who's spending
what on whom:
·The
Women in Their Lives: Of course, men still
love their moms, but they're spending more on
their wives ($44 on moms, $63 on wives).
·Mother's Day vs. Valentine's
Day: Men are more inclined to break out their
wallets on Valentine's Day than on Mother's Day.
According to Discover Card's earlier Valentine's
Day Shopping Survey, men anticipated spending
$127 for the perfect V-Day gift for their sweethearts
or spouses, which is significantly more than the
$63 husbands plan to spend on Mother's Day gifts
for their wives.
·Moms
Before Mothers-in-Law: Respondents were almost
three times as likely to buy a present for their
own mother than they would for their mothers-in-law,
as 60 percent said they would purchase a gift
for their mothers while only 19 percent plan to
do so for their mothers-in-law.
“Moms
rarely let their own needs and preferences take
center stage. With May 14 just around the corner,
we wanted to uncover what they're really wishing
for on their special day, to help consumers find
that perfect gift for mom.” said Margo Georgiadis,
executive vice president and chief marketing officer
of Discover Financial Services. “We also hope
to provide our merchant partners with some insights
into how to make this year's Mother's Day shopping
experience a great one.”
Georgiadis
also noted that consumers can extend their buying
power by taking advantage of credit card rewards
programs.
“At Discover, Cardmembers
can earn cash rewards on every single purchase
this Mother's Day, ” said Georgiadis. “They also
have the ability to double their rewards when
they redeem with many of our 60 brand-name Partners.”
Promotions Drive Spending, and
Most Shoppers Won't Wait Until the Last Minute
According to Discover Card's survey,
promotions and special sales have a distinct impact
on how much people will spend on Mother's Day—and
most shoppers plan on buying gifts with plenty
of time to spare. Some key findings:
·Thirty-four
percent of all respondents said that retailer
special sale days or markdowns would make them
“much more likely to spend more” on Mother's Day
gifts. Among this group, women are more likely
to spend more on mom during a sale (39 percent)
than men (28 percent). Coupons or rebates would
persuade 27 percent of shoppers to spend more
on Mother's Day, while free shipping for online
purchases would convince 22 percent of respondents
to spend more.
·While
a majority of respondents will purchase Mother's
Day gifts at "brick and mortar" stores (80 percent),
about a quarter of those buying for mom this year
(23 percent) will make their purchases online.
Only six percent intend on using a mail order
catalog for their Mother's Day shopping.
·Nearly one in five consumers
(19 percent) said they will purchase gifts within
one to two days of Mother's Day, while two percent
said that they will hit the stores looking for
gifts for mom on Mother's Day itself.
About the Discover Card
Mother's Day Shopping Survey
For
Discover Card's Mother's Day Shopping Survey,
an online survey was conducted with a total of
1,000 nationally-representative adults (500 males
and 500 females). The research was conducted
from April 12-19, 2006 by Creative & Response
Research Services, Inc.
About
Discover Financial Services LLC
Discover Financial Services LLC, a business
unit of Morgan Stanley (NYSE:MS), operates the
Discover® Card with more than 50 million Cardmembers,
the Discover Network with more than 4 million
merchant and cash access locations and the PULSE
ATM/debit network which serves more than 4,100
financial institutions and includes more than
3.2 million merchant terminals and 250,000 ATMs.
For more information, visit www.discovercard.com,
www.discovernetwork.com or www.pulse-eft.com.
# # #
Media Contact:
Mai Lee Ua
Public Relations
(224)
405-3082
maileeua@discoverfinancial.com