SOURCE: Zazzle

April 26, 2010 09:00 ET

Economic Recession Triggers Change in Mother's Day Gift Preferences

Survey Reveals Both Buyers and Recipients of Mother's Day Gifts Prefer Custom Items Over Traditional Gifts; Creativity More Important Than Gift Cost, According to Mothers

REDWOOD CITY, CA--(Marketwire - April 26, 2010) -  Zazzle, the leader in on-demand retail manufacturing, today announced survey results that provide insights into the changing buying habits of Mother's Day gift shoppers, while also indicating a shift in gift preferences among mothers. Given the current economic recession, 95 percent of mothers polled said that they would prefer a personalized gift from their children or husband -- even if the gift has little or no monetary value. Similarly, for Mother's Day gift givers, 63 percent of males surveyed said that they are more likely to buy or create a personalized gift this year, as they typically are less expensive than other more traditional gifts and still provide special meaning for mothers and wives.

Additional Survey Highlights

  • 40 percent of mothers disclosed that they had been dissatisfied with their Mother's Day gifts in previous years
  • 68 percent of husbands think that their wives would prefer a personalized gift over traditional gifts like flowers or perfume
  • 33 percent of males admitted that, on more than one occasion over the last five years, they have delayed or completely forgotten about Mother's Day gift shopping until it was too late to buy or make a quality present
  • 47 percent of husbands would be willing to spend up to $50, while another 27 percent responded they would pay up to $100 for a personalized gift

Supporting Quotes
"The results of this survey clearly substantiate the growing appeal of personalization and customization of Mother's Day gifts as children and husbands strive to make that 'special something' for their moms and wives," said Jeff Beaver, co-founder and chief product officer for Zazzle. "Not surprisingly, Zazzle's corporate data, factoring in all transactions across the world, mirror these survey findings as we continue to see a growing demand for custom gifts for all occasions -- birthdays, weddings, graduations, and of course the Christmas holidays, to name just a few."

"The true power of Zazzle and mass customization came through loud and clear in this survey. More than 60 percent of the mothers surveyed cited a personalized gift as having more meaning to them because their loved ones have to put time and personal effort into creating the gift. Custom gifts show the recipient that their loved one was thinking of them long before Mother's Day. The survey also reveals that, deep down, guys already know this -- we just need to step up to the challenge!" commented Jason Kang, VP of marketing with Zazzle.

Survey Methodology
Zazzle collected electronic responses from an independent list of consumers. Final opt-in survey respondents, from an initial list of 45,000 consumers, totaled 124 married males, ages 28-50, and 217 females who are married mothers, below the age of 70.

About Zazzle
Zazzle is the world's leading platform for quality custom products. Zazzle's proprietary technology enables individuals, professional artists, and major brands, including Disney and Hallmark, to create and offer billions of unique products for customers worldwide. Zazzle's rapidly expanding product base covers every topic imaginable and includes gifts for Mother's Day, customized t-shirts, business cards templates, and personalized invitations in addition to a variety of other gifts. Upon creation, products are instantly and accurately visualized on the site and offered in the Zazzle marketplace. When ordered, each product is made on-demand, typically within 24 hours. Launched in 2005 and based in Redwood City, California, Zazzle's vision is to redefine commerce, powered by the world's imagination.

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