IPG Mediabrands

IPG Mediabrands

May 06, 2015 06:00 ET

Most Canadians Feel No Pressure to Buy a Mother's Day Gift, 55% Still Plan to Shop for Mom

27 per cent of Canadians are friends with Mom on Facebook

TORONTO, ONTARIO--(Marketwired - May 6, 2015) - While there's only 4 shopping days left to buy a Mother's Day gift before the big day on Sunday, four in five Canadians say they feel no pressure to buy their Mom any gift at all to mark her special day, according to a new IPG Mediabrands study.

Mother's Day is seen as too commercial by 45% of Canadians, but 55% of the population still plans on buying Mom something this year. Whether it's a meal out, flowers or candy, total spend nationally on Mom is projected to be $492 million, or $27 per person.

"Most of us love our Mom, but Canadians clearly don't love or buy into the commercial aspects of Mother's Day," says Chris Herlihey, Vice President Research at IPG Mediabrands. "That is not to say that people don't appreciate their mothers or recognize the importance of celebrating the day in some way. We may be missing the mark, however, on giving Mom what she really wants - and that's usually more quality time with her children and immediate family."

WHAT DOES MOM REALLY WANT?

47% Spending time with my immediate family (my partner and children)
12% Spending time with my extended family (my parents, siblings, nieces and nephews)
7% Getting recognition for the hard work I put in as a Mom
6% A 'day-off' - other people looking after the cooking and cleaning
5% A 'me-day' where I can do whatever I want
4% Getting gifts and treats
15% Mother's Day is just another day, not expecting anything

FLOWERS ARE #2

Flowers are nice, but Mom really wants a time out from the kitchen.

To view the graph accompanying this press release please click on the following link: http://media3.marketwire.com/docs/IPGMothersDay.pdf

"We also looked at how people plan to communicate with their Mom, which tends to show the personal touch winning out over social media," adds Herlihey. "Social media shout-outs for Mom will happen, but the fact remains only about one in four are actually friends with their Mom on Facebook. The numbers add up in this study to the fact that most Canadians prefer giving and receiving the gift of time with their loved ones."

LOOKING AT THE MILLENNIAL MOM

Initiative, a division of IPG Mediabrands, dove deeper to examine the Millennial Mom aged 25-34 globally. What they found is that Millennial mothers are a different creature to the traditional image of a mother with young children. They are very much defined and created by the social, cultural and economic backdrop in which they entered adulthood, and they categorically do not become less 'millennial' once they become a mother. They are absolutely digitally mature and are online more than all millennials.

"There seems to be more opportunity to engage with millennial mothers," says Adam Luck, President of Initiative Canada. "They are more receptive to brands, more open to brand communication and they want brands to help them. While TV remains important, they're very likely to be watching TV with a tablet in their lap after the kids have gone to bed. Opportunities to connect with younger Moms in the digital space are huge."

The online survey conducted by IPG Mediabrands was conducted with over a 1,000 nationally representative Canadians from coast to coast, April 24-27.

About IPG Mediabrands

IPG Mediabrands was founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of its global media-related assets. Today that means we manage and invest $37 billion in global media on the behalf of our clients, employ over 7,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 127 countries.

A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay-for-performance and digital innovation solutions. In Canada, IPG Mediabrands is represented by Cadreon, Initiative, m2, Reprise, and UM.

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