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Mother’s Day Spending

Discover key insights from NRF's surveys on Mother’s Day spending and learn how broadcast TV is the top medium influencing purchase decisions. Find out where consumers shop for jewelry, gifts, and more. Gain valuable information for targeting Mother’s Day shoppers effectively.

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Mother’s Day Spending

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  1. Mother’s Day Spending Source: NRF's Annual 2019 Mother's Day Spending Survey

  2. Mother’s Day is the Largest Spending Event In the First Half of the Year Source: NRF 2018 Back-to-School/College Spending Survey

  3. Recipients for Mother’s Day Gifts Source: NRF's Annual 2019 Mother's Day Spending Survey

  4. TV Has Highest Reach of Ad Supported Platforms Broadcast Leads the Way Source: GfK TVB Media Comparisons Study 2019. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.

  5. People Spend the Most Time with Television of All Ad Supported Platforms Source: GfK TVB Media Comparisons Study 2019. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.

  6. Broadcast: Great Way to ReachMother’s Day Shoppers Adults 18-49 Ratings Source: Nielsen NPower4/2/2018 - 5/13/2018 Adult 18-49 Live+1 Ratings; Top 10 Cable Networks based on A18-49 Ratings.

  7. Television is The Top Advertising Medium That Influences Purchase Decisions Advertising medium which you feel most influences you to make a purchase decision % Adults 18+ Source: GfK TVB Media Comparisons Study 2019. Persons 18+. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports. Total Streaming Video includes streaming TV programs/movies and/or streaming video (not TV/movies) like YouTube.

  8. TV has Highest Level of Importance Driven by Those Saying it’s “Most” Important. Other Platforms are Predominantly 2nd and 3rd Most Important. Source: GfK TVB Purchase Funnel 2018 Retail Category (% 1st, 2nd & 3rd Most important media type among those who saw/heard ads in at least 1 media source)

  9. What Influenced Retail Consumers Most Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source)

  10. Jewelry Planned to Increase Significantly in 2019 Billions % Change 12% 6% 6% (2%) 11% 6% 12% Source: NRF's Annual 2019 Mother's Day Spending Survey

  11. Jewelry Shoppers Watch Broadcast TV Index 240 201 195 185 200 184 176 173 172 174 Source: GFK MRI Fall 2018, Base: Adults 18+ Index; Spent $100+ on fine jewelry in last 12 months. Syndication – Mom, TMZ, Entertainment Tonight, Jeopardy, Mike & Molly.

  12. Jewelry Shopping is a Local Decision The Redder the better - High Index Source: GfK MRI 2018 Market-by-Market weighted by Adult 18+ population. Purchased Fine Jewelry at Jared, Kay or Zales.

  13. Wining and Dining with Broadcast Viewers Index 164 149 137 134 141 133 132 131 130 132 Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Spent $50+ at a family restaurant/steakhouse in the last 30 days.

  14. Target Adults Who Enjoy Dining Out With Local Broadcast The Redder the better - High Index Source: GfK MRI 2018 Market-by-Market weighted by Adult 18+ population. Bought at in the last 6 months: Chili’s, Applebee’s.

  15. Broadcast TV Viewers Purchase Gift Cards Index 186 170 160 158 169 154 153 152 152 152 Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Spent $25 or more on a gift card.

  16. Broadcast TV Viewers Give The Gift Of Flowers Index 168 156 152 148 154 146 144 137 135 139 Source: GFK MRI Fall 2018, Base: Adults 18+ Index; Any Amount Spent on Flowers by Phone/Internet or Flower Shop in last 6 months. Syndication – Seinfeld, America’s Funniest Home Videos.

  17. Top Programs for Clothing, Electronic and Spa Day Shoppers Clothing Shoppers Electronic Shoppers For Those That Like to be Pampered Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Shopped at The Gap, JCPenney, Lord & Taylor, Macy’s, Nordstrom or Target in the last 3 months. Shopped at Apple Store or Best Buy in the last 12 months. Visited a dayspa in the past 6 months.

  18. Purchase Locations for Mother’s Day Gifts Source: NRF Monthly Consumer Survey A18+, April 2018

  19. Broadcast TV Delivers Department Store Shoppers Department Stores Index Source: GFK MRI Fall 2018, Base: Adults 18+ Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne.

  20. “This holiday season, have you purchased or plan to purchase from…?” Source: GfK TVB Purchase Funnel 2018 Retail Category Adults 18+

  21. Shopped at Store, Shopped Online:About a Third Did Both

  22. WhatInfluenced Consumers Most For Retail:Awareness Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source)

  23. In-Store Browse & Purchase vs. Online Browse & Purchase Digital Gains in Importance for Online Source: GfK TVB Purchase Funnel 2018 Retail Category (% Most important media type among those who saw/heard ads in at least 1 media source)

  24. Regardless of Methods, All Shoppers Highly Trust Local TV Assets Source: GfK TVB Purchase Funnel 2018 Retail Category “Source: GfK TVB Purchase Funnel “I trust the news I see/hear on this media source” (Agree Strongly + Agree Somewhat)

  25. Broadcast TV Delivers Online Shoppers Index 165 158 150 149 156 148 144 138 172 143 Source: GFK MRI Fall 2018, Base Adults 18+ Index. Bought an item online in last 6 months. Syndication – Lucky Dog.

  26. Television Ads Are Motivation To Do Further Research Online Has an advertisement on television motivated you to go the Internet to find out more information about that product or service? Source: GfK TVB Media Comparisons Study 2019. Persons 25-54. Includes only those who answered.Q3 - Has an advertisement on television motivated you to go the Internet to find out more information about that product or service?

  27. Broadcast Websites Provide Multi-platform Opportunities

  28. Interplay Between Television and Digital “Have TV ads influenced your search selections?” “When Visiting a Television Station’s Website or App, do you View the Ads?” “Have you ever commented, posted, liked or shared info or articles from a local TV station’s website or app?” Source: GfK TVB Purchase Funnel 2018 Retail Category A18+ (Yes = combination of Every time, Most of the time & Sometimes).

  29. 44% of Adults 25-54 Have Read or Watched Local Broadcast TV Station Content on a Social Media Site Source: GfK TVB Media Comparisons Study 2019. Includes only those who answered all of the time, often, or sometimes.QO10/QO11 - Have you ever read or watched local broadcast TV station content on a social media site like Facebook, Twitter, or Instagram?

  30. Key Mother’s Day Takeaways • Mother’s Day is a major spending event with an estimated $25 billion spent in 2019. • TV is the top platform for reach and time spent. • Television influences retail consumers most throughout the purchase funnel. • Broadcast TV dominates ratings and reach of Mother’s Day shoppers. • Broadcast TV delivers key categories • Local television supports high sales markets • TV ads motivate and influence digital • Local TV stations offer multi-platform opportunities.

  31. Thank You

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