May 05, 2008

Flowers, Cards And Homemade Items Top Moms' Lists This Mother's Day, According To The Discover(R) Card Mother's Day Shopping Survey

Despite Economic Pressures, Those Who Plan To Purchase A Mother's Day Gift This Year Will Spend More - Averaging $70

RIVERWOODS, Ill.--(BUSINESS WIRE)--May 5, 2008--Flowers, cards and a dinner out are among the top choices to give and receive this Mother's Day, according to the annual Discover(R) Card Mother's Day Shopping Survey. The survey revealed a range of other Mother's Day-related shopping trends and consumer spending intentions.

"The Discover Card Mother's Day Survey found that consumers once again plan to recognize mom with both handmade and store-bought gifts," said Ryan Garton, director of customer insights at Discover Financial Services. "Our findings provide great ideas for those looking to buy the perfect gift, as well as the retailers who are supplying them."

Mother's Day Purchasing and Spending Intentions

Fifty-five percent of all respondents said they plan to purchase Mother's Day gifts this year and similar to last year, more men (59 percent) than women (51 percent) will do so. Looking at the women in their lives, 73 percent of men plan to purchase a gift for their mothers, 24 percent for their mothers-in-law, 45 percent for their wives, 7 percent for their daughters and 7 percent for their stepmothers.

The Discover Card survey revealed additional trends on who's spending what:

                  SPENDING INTENTIONS                    2007   2008
Amount respondents plan to spend on their mothers       $66.50  $70.30
Amount men will spend on their mothers                  $73.80  $77.50
Amount women will spend on their mothers                $58.40  $63.90
Amount men will spend on their wives                    $90.70 $108.00
Amount respondents will spend on their mothers-in-law   $50.10  $51.90

All figures in chart refer to average amounts for those who plan to purchase Mother's Day gifts this year or planned to purchase Mother's Day gifts last year.

Not surprisingly, when asked how much would be an appropriate amount to spend on a Mother's Day gift, nearly half of moms surveyed (44%) said no money at all, citing that the best gift would be handmade. Thirty-five percent said less than $50 while 18 percent said $50 or more. Eighty-two percent of the moms surveyed said that given the economy, they would rather their kids spend less this year on Mother's Day than they did last year.

Top Gift Choices for Mother's Day

Similar to last year's results, many gift-givers are aligned with what recipients hope to receive on the special day. Top findings include:

73% Flowers/greeting card          61% Flowers/greeting card
45% Dinner out at restaurant       51% Something homemade
38% Gift card                      48% Dinner out at restaurant
30% Apparel                        44% Gift card
30% Jewelry                        28% Spa treatment/day of pampering
26% Music/books/DVD's or games     26% Music/books/DVDs or games
25% Spa treatment/day of pampering 21% Jewelry
21% Something homemade             18% Travel/weekend getaway
7% Travel/weekend getaway          17% Apparel

Traditional Store Locations the Preferred Way To Shop; Majority of Consumers Will Shop for Mom on the Weekends

Twenty-eight percent of respondents cited the mall as a top place to shop, while 23 percent said a discount store such as Wal-Mart or Target. Twenty-one percent said a department store such as Macy's or Bloomingdale's is where they plan to shop, while 16 percent cited online. Only 2 percent plan to use a mail-order catalog.

The majority of men and women will shop for Mother's Day gifts on the weekends (54%) or after work (29%). Others said they will shop during a lunch break during the week (8%), online during the work day (2%) or some other time (5%).

About the Discover Card Mother's Day Shopping Survey

For Discover Card's Mother's Day Shopping Survey, a telephone survey was conducted with a total of 1,003 nationally representative adults. The research was conducted from April 17 to 20, 2008 by Caravan Opinion Research Corporation.

About Discover Financial Services

Discover Financial Services (NYSE: DFS) is a leading credit card issuer and electronic payment services company with one of the most recognized brands in U.S. financial services. The company operates the Discover Card, America's cash rewards pioneer. Since its inception in 1986, the company has become one of the largest card issuers in the United States. Its payments businesses consist of the Discover Network, with millions of merchant and cash access locations, and PULSE, one of the nation's leading ATM/debit networks. For more information, visit

CONTACT: Discover Financial Services
Mai Lee Ua
(224) 405-3082

SOURCE: Discover Financial Services