The rich, F. Scott Fitzgerald famously observed, are different from you and me. But not when it comes to Mother’s Day.
The rich, F. Scott Fitzgerald famously observed, are different from you and me. But not when it comes to Mother’s Day. From households with a net worth of at least $5 million to those net worth is less than $100,000, flowers are the gift of choice for Mom, a new Spectrem Group survey finds.
The under $100,000 household is also more likely than their wealthier counterparts to present mom with jewelry (17 percent vs. 13 percent of Millionaires). These households, too, are more likely to bestow mom with a spa day of spa gift certificate. They are the least likely to say that they do not give any sort of Mother’s Day gift.
Mothers hoping for flowers will be in a better position if they have sons. Nearly half of affluent males (48 percent) surveyed by Spectrem Group for Millionaire Corner said they will give their mother flowers, compared with 37 percent of women. Daughters, the survey find, are more likely to opt for the spa day or gift certificate (20 percent vs. 12 percent of men).
Millennial-aged Mother’s Day celebrants are all in for Mother’s Day. For them, flowers, too, are the preferred way to mark the occasion, but they are more likely than older celebrants to gift mom with jewelry (25 percent vs. 16 percent of Gen Xers, and 13 percent of Baby Boomers) or treat mom to that spa (22 percent vs 14 percent of Gen Xers and 16 percent of Baby Boomers).
The highest percentage overall of affluent households (36 percent) indicate they will spend between $50 and $100 on mom. There is another gender gap in Mother’s Day spending, with 41 percent of men saying they will spend this amount vs. 31 percent of women. And while a scant 1 percent of men said they will spend nothing on mom, 12 percent of women indicated mom would get zilch from them. Women, though, are more likely to spend between $25 and $50 on mom (27 percent vs. 20 percent of men).
Mother’s Day is second only to the winter holiday season as the nation’s biggest retail holiday, according to the National Retail Federation, which is projecting that this year American’s will spend an unprecedented $21.2 billion in anticipation of this Sunday.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.