Two studies show about one in five consumers will buy their Mother’s Day gifts online this year. While one study suggests consumers will spend less on Mom this year, the other indicates consumers are planning to increase overall web purchases by 8% in the second quarter compared to the first.
That growth projection comes from a study for online payment service eBillme by research firm Javelin Strategy & Research. The quarterly eBillme Online Spending Index suggests shoppers plan to spend $266.50 on the web in the second quarter, up 8% from $247.16 in the first quarter. The eBillme index only goes back to the third quarter of 2008, so there is no year-over-year comparison available for the second quarter of this year. The survey also found only 51% of consumers say they plan to delay purchases this quarter because of the economy, down from 55% last quarter.
The eBillme study found that 20% of respondents plan to make their Mother’s Day purchases online, and 9% say they plan to spend more than last year.
The other survey, conducted by BIGresearch for the National Retail Federation found 18.2% of consumers plan to shop online for Mother’s Day, and that the average consumer plans to spend $123.89 on the holiday this year, online and off, down nearly 11% from $138.63 in last year’s survey. Total Mother’s Day spending is expected to reach $14.10 billion, according to NRF, a trade association for retailers.
Two-thirds of consumers plan to buy flowers, which accounts for $1.9 billion of the planned Mother’s Day spending, the NRF survey says. Consumers also plan to spend $2.3 billion overall on jewelry, $1.5 billion on gift cards, $1.2 billion on clothing or accessories, $857 on electronics or computer-related items, $587 million on housewares and gardening tools, and $487 million on books and CDs.
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