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Clothing appears to be the gift-of-choice for Mother’s Day this year. Eighty-nine percent (89%) of consumers plan to celebrate Mother’s Day 2017 and clothing is this year’s big winner, according to the annual Brand Keys Mother’s Day survey. Celebrants intend to spend on average $220.00 this year, a 7 percent increase over 2016. Men, following a long-standing tradition, intend to spend more than women, reporting an anticipated average spend of $242. Women, an anticipated $198 spend.

Once again, tradition has trumped tech. Cards, meals, and flowers have become ‘price-of-entry’ for the holiday. But when it came to more substantial gifts, clothing showed the greatest change from last year – up 10 percent. Jewelry was up too, by seven percent. Spending on tech-related gifts was generally unchanged, with only 13 percent indicating that category of purchase.

More-and-more, Mother’s Day has encompassed a broader spectrum of relationships and has becomes a more universal celebration. The holiday celebrant-range includes virtually everyone: moms, wives, step-moms, female relatives and friends, divorced and single-parent households. It crosses cultural, ethnic, and religious boundaries, making it a real opportunity for retailers – an occasion nearly everyone celebrates.


As part of Brand Keys’ annual Customer Loyalty Engagement Index, 6,205 men and women, ages 18-65 from the nine U.S. Census regions, were asked if – and how – they planned to celebrate Mother’s Day this year. Most consumers indicated multiple gift purchases. This is Mom we’re talking about, after all.

What Consumers Are Buying Mom

(Percentages in parentheses indicate changes from 2016 with a margin of error of + 2%).

2017                                        Percent Purchasing                        Change from 2016

Cards                                                          95%                                                      ( — )

Brunch/Lunch/Dinner                           90%                                                     (+2%)

Flowers                                                      86%                                                    (+1%)

Clothing                                                    89%                                                    (+9%)

Jewelry                                                     61%                                                     (+7%)

Spa Services                                            52%                                                     ( — )

Gift Cards                                                55%                                                     ( +5%)

Books                                                       21%                                                      (+2%)


Tools                                                        20%                                                    (+4%)

Candy                                                      12%                                                     ( — )

Electronics/ Smartphones                  13%                                                    (- 2%)

Preferences for shopping venues reflect this year’s preference for more traditional gifts and remained generally unchanged from last year, although Department Stores, were down again, this year by four percent. Catalogues were down again this year by another four percent. Discount and Specialty Stores were at the top of consumers’ list of places to shop for Mom because consumers regard them as ideal venues for apparel and jewelry.

Where They Are Shopping

Discount Stores                      55%     ( — )

Specialty Stores                      55%     (+5%)

Department Stores                40%     (- 4%)

Online Stores                          30%     ( —)

Catalog                                       2%     (- 4%)

There’s a saying that goes, ‘a Mother always has to think twice; once for herself and once for her children.’ That said, this year most consumers don’t seem to be thinking twice about celebrating Mother’s Day.


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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