2017母亲节消费者洞察研究（英文版）_22页-3mb

Mother's Day Study Summary (2017)

Core Content

This document presents the findings of the 2017 Mother's Day Consumer Insights Survey, which included responses from 1,497 participants. The study explores consumer behavior around Mother's Day gift purchasing, including budget considerations, timing, gift preferences, and the influence of various factors on purchasing decisions.

Main Points and Key Insights

Budget Considerations

• Most respondents (83%) plan to spend $100 or less on Mother's Day gifts.
• 65% of respondents intend to keep their budget the same as last year.
• Younger Millennials (45%) are more likely to increase their spending compared to other groups.
• Spending over $100 is associated with higher likelihood of planning to visit local restaurants or enjoy fine dining.

Timing of Purchases

• 60% of respondents start thinking about gifts a month before Mother's Day.
• 67% of respondents purchase gifts the week before Mother's Day.
• Mothers and those spending $101 or more are more likely to plan purchases earlier.

Gift Preferences

• Spa-related gifts (manicures, pedicures, massages) are the #1 gift requested by 55% of moms.
• However, only 21% of respondents intend to purchase spa-related gifts.
• Flowers are the second most popular gift overall, with 45% of respondents intending to buy them.
• Greeting cards are the top intended gift purchase (46%), but only 37% of mothers actually want them.

Shopping Behavior

• Mobile app usage is low, with only 25% of respondents planning to use apps for gift shopping.
• Grocery stores are the most common place for purchasing flowers (34%), followed by online (30%), local florists (29%), and nurseries (7%).
• Jewelry is mostly purchased in-store (53%), with necklaces being the most popular item.
• Earrings show an increase in intended purchase rate by 7% compared to 2016.

Generational Differences

• Baby Boomers (39%) are less likely to want spa-related gifts compared to other groups.
• They are also less likely to purchase flowers online (20% vs 48% of younger Millennials).
• Younger Millennials prefer tulips (26%) over roses, which are the top choice for other generations.

Gift Summary by Type

Key Trends

• Spa-related gifts are highly desired by mothers but not widely intended to be purchased.
• Flowers and greeting cards are the top intended gifts, but mothers prefer different options.
• Mobile shopping is underutilized, with 25% of respondents planning to use apps.
• Younger Millennials are more influenced by online reviews and more likely to purchase spa-related gifts or flowers online.
• Baby Boomers are more influenced by what the mother wants and are more likely to purchase dining experiences via mobile apps.

Purchase Influences

• 65% of respondents are influenced by knowing what the mother likes.
• Younger Millennials are more likely to be influenced by online reviews.
• Baby Boomers are more likely to be influenced by what the mother wanted.

Demographics

• Gender: Most respondents are female (99.7%).
• Race/Ethnicity: Not specified in detail.
• Education: Not specified in detail.
• Income: Not specified in detail.

Summary

The 2017 Mother's Day Consumer Insights Survey highlights that while spas and flowers are highly desired by mothers, the actual gift purchasing behavior differs significantly. The majority of respondents (83%) plan to spend $100 or less, with young Millennials showing the most interest in increasing their spending. Flowers and greeting cards are the most commonly intended gifts, but mothers have different preferences. Mobile apps are not widely used for gift shopping, with in-store purchases still dominant. Baby Boomers are more influenced by what the mother wants, while Younger Millennials are more influenced by online reviews.