According to the BIGresearch for the National Retail Federation's (NRF's) "2008 Mother's Day Consumer Intentions and Actions Survey", which surveyed internet users, consumers still favor traditional brick-and-mortar stores for Mother's Day gift buying than online stores. That's not to say no one shops for Mother's Day gifts online (18.3% do), but specialty stores, department stores and discount stores still see the most traffic and sales thanks to Mother's Day (85% of respondents).
According to another study (sponsored by Discover Card) conducted by Caravan Opinion Research Corporation, which surveyed US adults, not just Internet users, just 16% of respondents planned to shop online for Mother's Day while 72% planned to shop in malls, discount stores and department stores.
With total consumer spending for Mother's Day expected to reach $15.8 billion, attracting some of that traffic is a top priority for retailers online and offline. Looking at the results from these two studies provided by eMarketer, it appears that online retailers have a lot of work to do to boost Mother's Day-related sales. But all is not bleak for online retailers. With a lot of work comes a lot of opportunity.
What do you think? Will consumers shift to shopping online for Mother's Day anytime soon?
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