A majority of mothers (62%) plan to do at least 11% of their holiday shopping online, while 14% will do most of their shopping on the Internet this year, according to the Marketing to Moms Report, Holiday Shopping 2007.
Mothers shopping online also will spend more than the average for all mothers—$989 versus $709, the study found. On average, mothers who do 50% of shopping online plan to spend 39% more on the holidays.
“Our research shows that these moms spend a lot more than other shopping moms, so reaching this group of women can make a big difference for retailers’ holiday sales,” says Michael Clements, Marketing to Moms Coalition Board member and managing director of Insight to Action.
The study also found that 45% of mothers start their holiday shopping in September and October, while 39% will start in November and 13% in December. Overall, mothers of teenagers will spend slightly more ($835) than the average of all respondents and mothers of children under six years of age will spend slightly less ($665) on online and offline holiday purchases.
The holiday shopping survey was conducted in early August via on-line invitation, with responses from 1,279 mothers. The results were analyzed by Insight to Action, a market research firm.
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