Subscribe to Inc. magazine
HOW TO SELL ANYTHING

Mother’s Day Means Big Business for Small Companies

The average shopper is spending more than $122 on Mom this year.
Advertisement

Two-thirds of small-business owners expect Mother's Day to provide a big boost to the bottom line, according to a new survey.

Of nearly 500 respondents, 66% have high hopes for the holiday, which falls on May 14 this year, with 76% describing it as an important part of their annual revenue, according to the survey by Constant Contact, an e-mail marketing service based in Waltham, Mass.

Companies in the hospitality industry expect the strongest sales, followed by consumer services such as jewelers and spas, and retail stores.

"For a large group of small businesses, holiday seasons can really make or break their year," said Gail Goodman, CEO of Constant Contact. A separate survey for the firm found that Mother's Day outsells Valentine's Day, Easter, Father's Day, and Halloween.

Shoppers are also planning to spend more on Mom this year -- $122.16, up $7.53 from 2005, according to the National Retail Federation, a Washington-based trade group.

Half of all respondents polled by Constant Contact consider flowers to be the most popular Mother's Day gift, with 30% voting for a spa or salon appointment or gift certificate.

"So far this month, we've brought in $4,100 in gift cards for Mother's Day," said Sandra Tanek, owner of Body & Soul Spa in Scottsdale, Ariz. By Sunday, Tanek expects to sell close to $9,000 in gift cards -- $6,500 more than the total for gift cards sold in the month of April.

Like most spas around this time of year, Body & Soul markets Mother's Day packages that offer a mixture of massages, facials, manicures, and pedicures. "People are moving away from the high-end resorts -- they can't get the personal service there that they can at a smaller spa," Tanek said. "Services at smaller spas are generally less expensive."

Local Charm, a New Orleans-based jewelry studio with an outlet in Boston's Faneuil Hall Marketplace, specializes in handcrafted jewelry, and sees a lot of nearby workers stop in for last-minute gifts. "Because we are close to the Financial District, a lot of business people have been coming in on their lunch break and after work to buy Mother's Day gifts this week," manager Amy Johnson said.




Register on Inc.com today to get full access to:
All articles  |  Magazine archives | Livestream events | Comments
EMAIL
PASSWORD
EMAIL
FIRST NAME
LAST NAME
EMAIL
PASSWORD

Or sign up using: