2017母亲节消费者洞察研究（英文版）_20页_3mb

报告摘要

Mother's Day Study 2017 Summary

Core Content Overview

The 2017 Mother's Day Consumer Insights Survey collected data from 1,497 respondents between March 20th and March 31st, 2017. The study aimed to uncover trends in gift-giving behaviors, preferences, and budget considerations for Mother's Day. It highlighted differences in purchasing habits across demographics, including age groups, budget levels, and whether the respondent is a mother or not.

Main Trends and Insights

Budgetary Considerations

83% of respondents plan to spend $100 or less on Mother's Day gifts.
65% intend to keep the same budget as last year.
45% of younger Millennials plan to spend more than last year, with an increase of 18% compared to other groups.

Timing of Purchases

60% start thinking about gifts a month before Mother's Day.
67% make the actual purchase the week before.
Mothers are more likely to plan and purchase gifts a month before than non-mothers.
Those spending $101 or more are more likely to plan and purchase gifts a month before than those spending $100 or less.

Gift Preferences

Spa-related gifts are the most desired by mothers (55%), but only 21% intend to purchase them.
Flowers and greeting cards are the top intended gifts, with 45% and 46% respectively.
Baby Boomers are the only group where spa gifts are not the top choice, with only 39% wanting them.

Shopping Channels

Online shopping is the preferred method for spa-related gifts (48%).
Non-mothers are more likely to purchase spa gifts online (59% vs. 41% of mothers).
Grocery stores are the most common place to buy flowers (34%), though Baby Boomers are more likely to purchase from nurseries (11% vs. 2% for non-mothers).
Local florists are twice as likely to be chosen by those spending $101 or more than those spending $100 or less.

Jewelry

In-store shopping is still the most common (53%), with a slight increase from the previous year.
Necklaces remain the top jewelry item choice.
Earrings show an increase in intended purchase rate by 7%.
Baby Boomers are more likely to shop in-store for jewelry (74% vs. 52% for others).
Those spending $101 or more are more likely to shop in-store (61% vs. 49% for those spending $100 or less).

Fashion and Apparel

In-store shopping is the most common, though 10% fewer respondents plan to do so compared to 2016.
Department stores are the most popular for fashion/apparel shopping (59%).
Younger Millennials are more likely to shop online for fashion/apparel (51% vs. 14% for other groups).

Health and Electronics Gifts

Health-related gifts are not a popular choice; healthy food and supplements are the most common.
Electronics are also not a top gift choice, with wearable wristbands being the most intended purchase (38%).

Purchase Influences

65% of respondents are influenced by knowing what the mother likes.
Younger Millennials are more influenced by online reviews.
Baby Boomers are more influenced by knowing the mother's preferences.

Mobile App Usage

25% of respondents plan to use a mobile app for shopping.
Flowers and gift cards are the most likely items to be purchased online via apps.
Younger Millennials are most likely to shop for spa-related gifts via apps (22%).
Baby Boomers are more likely to purchase dining experiences through apps.

Demographics

The survey includes data by gender, race/ethnicity, and generational groups.
Female respondents dominate the survey, with Male and Do not gender identify represented as well.

Key Findings

There is a gap between what mothers want and what consumers intend to give.
Spa-related gifts and flowers are the most popular gift types, though not all consumers intend to buy them.
Online shopping is increasingly common, especially for spa-related gifts and flowers.
Younger Millennials show different shopping behaviors compared to other generations, particularly in terms of budget and timing.
Mothers and those with higher budgets are more proactive in planning and purchasing gifts earlier.