US Small Business Owners Expect Strong Mother's Day Sales, Constant Contact Survey Says
Wednesday, 03 May 2006
Moms are not the only ones looking forward to May 14. US small business owners are also anticipating the Mother's Day holiday, as 66 percent expect strong Mother's Day sales this year - according to Constant Contact's 2006 Mother's Day Outlook* survey. Constant Contact (www.constantcontact.com) is a leading email marketing service for small businesses, associations, and nonprofits.
Broken down by top industries in terms of anticipated holiday sales, Hospitality (restaurant, travel, and lodging) led with 87 percent of them expecting strong sales this year, followed by Consumer Services (i.e. jewelers, spas, beauty salons, fitness and photography) at 69 percent, and Retail (specialty shop, clothing store, florist) at 67 percent.
Small Business Mother's Day Marketing Plans
Seventy-six percent of those surveyed said Mother's Day sales are important to their yearly earnings, which is why 75 percent are planning special promotions around the event. In addition, because 78 percent expect more online shopping by their customers this year, the majority of small businesses are using online marketing to capture a greater share of sales.
In fact, online methods such as email marketing and online marketing are more popular with small businesses than traditional marketing tactics, according to the survey. When asked to reveal the various methods they will use to promote Mother's Day offerings, email marketing prevailed at 81 percent; online marketing was second at 42 percent, followed by flyers (25 percent), direct mail (23 percent), and print/broadcasting/radio advertising (21 percent).
Mother's Day Consumer Behavior Trends
The majority of US small business owners (54 percent) expect customers to spend $25 - $75 on Mother's Day gifts, with 30 percent predicting the average consumer to spend over $75. Husbands and daughters comprise 72 percent of those making the purchases, reservations, and appointments (37 percent and 35 percent, respectively), followed by the mothers themselves at 20 percent, and sons at 8 percent.
Examining sales trends by industry, the survey revealed the following:
Restaurants:
38 percent of Mother's Day reservations are made for dinner, 27 percent for brunch, 25 percent for lunch, and 11 percent for breakfast
Mother's day reservations exceed Father's day in 63 percent of U.S. restaurants
Jewelers:
Necklaces and earrings are more popular than bracelets or watches as Mother's Day jewelry gifts
Florists:
The most popular type of flower ordered for Mother's Day in recent years is mixed-flower bouquets, making up 80 percent of all purchases from florists
Florists expect this trend to continue in 2006, as 72 percent of them said that mixed bouquets will again be the top choice for Mother's Day gifts
Spa/salons:
Half-day spa treatments that include a facial, massage and manicure/pedicure are the most popular personal service Mother's Day gift (44 percent), followed by massage (28 percent), facial (18 percent), haircut (8 percent), and manicure/pedicure (2 percent)
* The 2006 U.S. Small Business Mother's Day Outlook survey was conducted through targeted online distribution to U.S. small business owners, who are current customers of Constant Contact, recording results from nearly 500 respondents. The survey was conducted from April 14th - 25th, 2006.