Mothers Day Study 2017 Table of Contents Background and Methodology At a Glance: Key Insights The Data Demographic Information 3 4 5 15 淘宝店铺 “Vivian研报” 首次收集整理 获取最新报告及后续更新服务请在淘宝搜索店铺 “Vivian研报” 或直接用手机淘宝扫描下方二维码 Background and Methodology The following information was gathered between March 20thand March 31st, 2017. The data represents 1,497 respondents that participated in the 2017 Mothers Day Consumer Insights Survey. Survey results were analyzed to identify trends in the following: Demographic Data* *7 respondents from Alaska and 2 from Hawaii not pictured. Purchase Locations Gift Preferences Advertising InfluencersPurchase Methods Budgetary Information $100 or Less The typical budget for 2017 Mothers Day purchases 83% of respondents 65% of respondents plan to keep their budget the same as last year 45% Younger Millennials Plan to spend more on Mothers Day this year of But The Month Before The Week Before When most respondents (59%) begin thinking about their gift options When most respondents (67%) make their purchase Spa-Related Gifts are the #1 gift requested by 55% of moms Mothers and those spending $101 or more are more likely to start thinking about gift options and to purchase gifts the month before Key Insights Mobile Use Only 25% of respondents intend to use mobile apps to shop for gifts this year but only 20% plan to purchase this for Mothers Day Only 39% of Baby Boomers want a spa-related gift and they are the only group where spa gifts are not the #1 gift choice Flowers (45%) and Greeting Cards (46%) But not everyone agrees Instead, people are purchasing: Top Influencer 65% of respondents are influenced by knowing what the mother likes Mom The Data Budgetary Considerations The majority of respondents plan to spend $100 or less this year for Mothers Day gifts (83%), with most intending to spend more than $40. Furthermore, while the majority of respondents (65%) plan to spend the same amount as they did in 2016, 45% of younger Millennials reported they intend to spend more on Mothers Day this year than they did last year (18% more than any other generational group). What is your maximum budget for Mothers Day gifts this year? Do you plan to spend more or less than last year? 83% $0-$100 11% $101-$200 3% $201-$300 3% $300+ 6%14%34%4%25% $0-$20$21-$40$41-$60$61-$80$81-$100 26% 65% 6% 3% More than last year The same as last year Less than last year I did not purchase a Mothers Day gift last year Budget Breakdown (1,497)(1,497) 45% Younger Millennials Plan to spend more on Mothers Day this year. (154) of Timing When do you usually start thinking about purchasing gifts for Mothers Day? 59% A month before 38% A week before 2% A day before 0% The day of 23% 67% 8% 2% A month before A week before A day before The day of When do you usually purchase a gift for Mothers Day? Almost 60% of respondents reported that they start thinking about purchasing gifts for Mothers Day about a month before. However, 67% also reported that they didnt actually purchase the gift until the week before. Mothers are more likely to start thinking about purchasing gifts a month before (64% vs 52%) and to purchase gifts a month before (27% vs 17%) than non-mothers. Who likes to get a head start? Those spending $101 or more are more likely to start thinking about purchasing gifts a month before (72% vs 57%) and to purchase a month before (33% vs 21%). (1,497) (1,497) *Mothers: n= 907, non-mothers: n=590, spending $101 or more: n=251, spending $100 or less: n=1246. Gift Giving Desires and Intentions There appears to be a considerable gap between what mothers desire for Mothers Day and what consumers think they want/intend to give as gifts. For instance, 62% of respondents thought mothers wanted a greeting card and it was the top intended gift purchase. However, only 37% of mothers actually want a greeting card. Further, while spa-related gifts are the most desired gift (55%), only 21% actually intend to purchase those items. 70% 62% 59% 55% 50% 48% 34% 26% 15% 52% 37% 54% 55% 43% 34% 22% 21% 15% 33% 46% 30% 21% 45% 16% 15% 6% 5% A dining experienceGreeting CardA gift cardSpa-related giftFlowersJewelryFashion/ApparelTechnologyHealth-related How badly do you think mothers want this?* What would you like to receive for Mothers Day?* What do you intend to purchase for Mothers Day? Top Choice Top Choice 58% 53% 40% 37% Millennial 1Millennial 2Generation XBaby Boomer 39% Baby Boomers of want a spa-related gift for Mothers Day, 19% less than any other generational group. Who really wants flowers? Millennial moms want flowers considerably more often than Generation X or Baby Boomer moms. (1,497) (1,497) (907) (215)(48)(367)(262) (262) *Mothers only *Includes top-two-box scores: 4 and 5 on a 5 point scale Dining Experiences 39% 37% 17% 1% 1% 0% 5% Casual Dining Local Restaurant Fine Dining Fast Casual Brewery or wine bar Fast Food None of the above What type of restaurant do you plan to visit? Those spending $101 or