Mothers’ Day poll shows Kiwis not pressured

Media release

Newmarket Business Association

Sunday, 13 May 2007

Mothers’ Day poll shows Kiwis not pressured

A Mothers’ Day poll quizzing over 400 New Zealanders about their spending habits was this week conducted by the Newmarket Business Association, with results showing Kiwis are not necessarily bowing to commercial pressures.

“We all know advertisers give it plenty of attention. However we wanted to find how the public was generally responding to the commercialisation of Mothers’ Day,” said Cameron Brewer, general manager of the Newmarket Business Association.

“46% of respondents said they are spending about the same amount of their discretionary income on Mothers’ Day as they were five years ago. 17% said they are in fact spending less. It will surprise many that only 37% said they are spending more than five years ago.

“The majority of New Zealanders believe they are not experiencing an increase in expectation to spend more. 51% believe the expectation to spend more money on Mothers’ Day is about the same as it was five years ago. 15% say there’s less expectation, with 34% believing there’s more expectation.

“Despite Mothers’ Day being pushed more and more, it seems New Zealanders are not necessarily responding to the pressures. Further we’re not replicating the American trend which sees families increasingly going out for a celebratory meal.”

Mr Brewer says in the United States Mothers’ Day is now the most popular day to dine out at a restaurant, according to the US National Restaurant Association.

Only 29% said they were more likely this year to have a meal out to celebrate Mothers’ Day than in previous years. 46% said there was about the same likelihood and 25% said they were less likely.

On the question of whether families spend more or less on Mothers’ Day compared to Fathers’ Day. 52% said more on Mothers’ Day, 46% said about the same, while only 2% said they spent more on Fathers’ Day.

“It seems that almost everyone believes Dads are cheaper to please. I suspect over time we’ll see the dollar spend on fathers increase as the X and Y generation of Dads come through who are little more consumer-driven than the baby boomers and their fathers before them.”

On people’s dollar spend on a present for Mothers’ Day over two-thirds said they spend less than $60.

17% spend up to $20, 28% spend between $20 and $40, 23% spend $40 and $60. 11% spend between $60 and $80, while between 10% spend between $80 and $100, and 11% spend over $100.

“These results show while advertisers are increasingly pushing Mothers Day, New Zealanders aren’t getting too carried away with its commericalisation. I think most New Zealanders still believe it’s the thoughts and memories that really count.”

“While the individual spend may be relatively modest Mothers’ Day is nonetheless the second biggest single event in the retailing calendar, behind Christmas. Let’s not forget that even if just half the population spends $40 we’ve got nearly a billion dollar day,” says Mr Brewer.

The website poll (www.newmarket.net.nz) was conducted over 48 hours from Wednesday 9 May to Friday 12 May. 412 people responded. The Newmarket Business Association is the second largest in Auckland, presiding over the country’s leading shopping precinct.

Cameron Brewer – 021-828-016

Mother’s Day Poll questions and results

1. Are you, or members of your family, spending more or less discretionary income on Mothers’ Day presents than five years ago?

a) More 37%

b) Less 17%

c) About the same 46%

2. Would you, or members of your family, spend more or less on Mothers’ Day compared to Father’s Day?

a) More on Mother’s Day 52%

b) More on Father’s Day 2%

c) About the same 46%

3. Are you, or members of your family, more or less likely to have a meal out to celebrate Mother’s Day than in previous years?

a) More likely 29%

b) Less likely 25%

c) About the same likelihood 46%

4. Is there more or less of an expectation to spend more money on Mother’s Day compared to five years ago?

a) More expectation 34%

b) Less expectation 15%

c) About the same expectation 51%

5. How much would you, or members of your family, approximately spend on a present for Mother’s Day this year

a) Less than $20 17%

b) Between $20 and $40 28%

c) Between $40 and $60 23%

d) Between $60 and $80 11%

e) Between $80 and $100 10%

f) Over $100 11%

Ends

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