Working Mothers Deserving Recognition on Mother's Day
Working mothers, especially those aged 25-44, with significant educational attainment and career pursuits, form a substantial portion of the population. The retail environment is thriving, signaling a positive spending trend among consumers. Culinary trends and fine arts events offer unique ways to celebrate Mother's Day. Consider thoughtful gifts, such as jewelry, to show appreciation.
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Presentation Transcript
Mom Is Always #1! According to The Media Audit s (TMA) 2018 Rolling Aggregate Report, representing almost 40% of the US population, 45.8% of women 18+ have children at home of any age and 14.1% of women 18+ have children of any age, 18 years and older. Working mothers, in particular, deserve special attention on Mother s Day (and every day) and, according to The Media Audit report, the largest percentages of them are 25 34 (23.2%) and 35 44 (29.2%). Most of the working mothers in TMA s data earn $50K $100K (39.0%) and 45.3% have one or more college degrees, so many, if not most, are pursuing full-time careers.
Consumers Are in a Spending Mood and Have the Money to Spend Many recent news reports have detailed the improving retail environment, including a better- than-expected holiday shopping season. Plus, the index for 10 leading economic indicators increasing 1% during January, compared to a 0.7% expectation. The grand total of 2017 retail and food services sales was $5.75 trillion, a 4.2% increase from 2016 s $5.52 trillion; and Q4 2017 was $1.5391 trillion, or a 5% increase from Q4 2016 s total of $1.4659 trillion. Preliminary data from Qubit reveals mobile commerce increased 9% during the two weeks prior to Valentine s Day 2018, which indicates why it is so important for retailers to be more mobile- conscious for Mother s Day 2018, and beyond.
Make Dining Memories with Today s Hottest Culinary Trends Although many mothers will probably prefer a traditional Mother s Day dining experience, 2018 s hottest culinary trends may make the meal more memorable, including authentic Asian cuisines, African flavors and street food- inspired dishes. According to the National Restaurant Association, its latest (December 2017) Restaurant Performance Index improved to 102.9 from November s 101.1 and its Expectations Index increased to 102.9, the highest index during almost three years. Yelp s 2017 Local Economic Outlook reported the average review ratings for many independent restaurants have increased 7% during the past 5 years, primarily because independents are doing better job of differentiating themselves from chains.
A Show Shows How Much You Care Local and regional fine arts and crafts shows are excellent Mother s Day experiences. Some of the best during May 2018 are Artisphere, Greenville, SC; Art of the Square, Belleville, IL; and Northern Virginia Fine Arts Festival, Reston, VA. Major, new movie releases for April and May 2018 include You Were Never Really Here, The New Mutants, Super Troopers 2, Avengers: Infinity War, Where d You Go Bernadette?, Slender Man and Solo: A Star Wars Story. Somewhat surprisingly, data from The Media Audit reveals that more women and working mothers with children of various ages had attended the opera, a symphony or live theater during the past 12 months than those attending a country or rock/pop music concert.
Giving the Gifts That Are Always Appreciated According to the National Retail Federation/Prosper Insights & Analytics Mother s Day 2017 survey, consumers were expected to spend $5 billion on jewelry, a 19% increase from Mother s Day 2016. An August 2017 article on the National Jeweler Website reported that a July 2017 survey found 75% of Millennial women think of diamond jewelry as an investment in themselves and many would prefer one expensive item versus many cheaper items. Based on the Society of American Florists post-Mother s Day 2017 survey, 60% of florists said they experienced increases sales while only 16% experienced a decrease.
Advertising Strategies If, as expected, Mother s Day retail foot traffic and spending are significantly greater than previous years, then suggest advertisers distribute a coupon/invitation (preferably mobile) for a special mid-summer, exclusive event or sale just for those with an invitation. Independent restaurants should certainly take advantage of their increasing popularity by offering special menus, all-inclusive family dinners/brunches, etc. It s also an opportunity for the chef/cook to feature his or her unique culinary skills. For those advertisers who can provide a special Mother s Day gift, suggest a computer, photography or similar classes; a foodie tour; a housekeeper for 1 to 3 months, especially for working mothers; and a professional landscaping design plan.
New Media Strategies Another unique Mother s Day gift idea is to arrange for the family to volunteer for a local charity or community organizations. A Mother s Day business could promote this idea and encourage all participants to record and upload photos and videos to social media. Ask mothers to post videos of their favorite Mother s Day gift or activity to stores social media and ask visitors to vote for their favorite. Give each participating mother a coupon (preferably mobile) for June and a grand prize for the mother who receives the most votes. Ask each store employee to share their Mother s Day plans in a video format. Upload them to a special page on the store s Website and post to all social media platforms. Edit all the videos together into a loop and play on tablets placed throughout the store.
