母亲节2025消费与态度报告

Contents•Mother’s Day 2025 Spending and Attitudes. (3)•TV Advertising is Imperative to Influence Mother’s Day•Advertisers Can Reach Audiences Through Local TV in aReliable and Personalized Way. (24)•Regardless of How Consumers Shop, TV Advertising is•Key Mother’s Day Takeaways. (48) Shoppers. (14)Key. (32) Mother’s Day 2025Spending and Attitudes Consumers Are Currently Strugglingto Feel Confident in U.S Economy40.341.441.341.140.841.139.239.435.734.933.510/22/2411/5/2411/19/2412/3/2412/17/2412/31/241/14/251/28/252/11/252/25/253/11/25Economic Sentiment Index Biweekly %(The ESI is a “living” index that measures U.S. adults’ expectations for the economy goingforward, as well as their feelings about current conditions for major purchases) Nearly Three Quarters of ConsumersHave Modified Their Buying Habits60%58%55%46%44%33%31%28%Reducing non-essential shoppingDining out lessBuying more generic brandsUsing coupons/discount appsCanceling/downgrading subscriptionsCutting back on entertainment (live events, movies,etc)Buying fewer alcohol beverages outBuying fewer coffees outBuying second-hand itemsIn the past 30 days, which of these actions have you takento reduce your expenses? (Select all that apply)73%of consumers havechanged their buyinghabits in response toprice increases amideconomic concerns. Despite Low Consumer Sentiment,the NRF Predicts Strong Retail Year20243.6% retail salesgrowthAnnual salesgrowth of $5.29trillion8.1% sales growthin non-store andonline sales20252.7% - 3.7%forecasted retailsales growthAnnual SalesGrowth forecastedbetween $5.42trillion and $5.48trillion7%-9% salesgrowth forecastedin non-store andonline salesAny way you look at it, a lot is riding on theconsumer. While we do expect slower growth,consumer fundamentals remain intact, supportedby low unemployment, slower but steady incomegrowth, and solid household finances. Consumerspending is not unraveling… it’s the hard data onemployment, income and tariff-induced inflation —not consumer sentiment — that supports our viewof a slower trajectory for consumer spending.- NRF Chief Economist Jack Kleinhenz $21.2$21.4$23.6$23.1$25.0$26.7$28.1$31.7$35.7$33.5$34.120152016201720182019202020212022202320242025Total Spending(in billions)2025 Expected to Reach Near Record HighSpending For Mother’s Day at $34.1 BillionSource:NRF's Annual 2025 Mother's Day Spending Survey (n = 7,948)| 3/31/2025-4/7/2025 Mother’s Day Expected Spending is UpCompared to 2024$254.04$259.0420242025Spending Per Person Nearly Three Quarters of U.S ConsumersIntend on Celebrating Mother’s Day90%88%74%ChristmasThanksgivingMother's Day% of U.S Consumers Planning to Celebrate 11%30%48%11%Advanced Planning% of Intended Mother’s Day Celebrators> 3 months1-2 months in advance1-2 weeks in advance1-2 days in advanceAmong Those Intending to Celebrate,6 Out of 10 Start Planning Within 2 WeeksMother’s Day=May 11, 2025 Flowers, Greeting Cards, and SpecialOutings Remain Top Gift Categories74%61%73%FlowersGreetingCardsSpecialOutingsTop 3 Gift Categories2025 Source:NRF's Annual 2025 Mother's Day Spending Survey (n = 7,948)| 3/31/2025-4/7/2025Mother’s Day Top Gift Categories61%53%48%42%34%29%28%26%22%FlowersGreeting CardsSpecial OutingsGift CardsClothing/AccessoriesJewelryPersonal ServiceHousewares/Gardening ToolsOtherBooks/CDsElectronicsWhat Are Consumers Spending TheirMoney On? Online and Department Stores Are The TopPlaces To Shop for Mother’s Day36%32%29%25%22%12%2%OnlineDepartmentstoreSpecialtystoreLocal/smallbusinessDiscountstoreSpecialty clothingstoreCatalogWhere Consumers Plan to Shop in 2025Source:NRF's Annual 2025 Mother's Day Spending Survey (n = 7,948)| 3/31/2025-4/7/2025 TV Advertising isImperative to InfluenceMother’s Day Shoppers 95%91%87%87%83%What Influenced Consumers Most:Television43%38%36%36%34%6%6%6%6%5%5%6%5%5%4%4%3%4%3%4%4%3%3%4%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%AwarenessInterestVisit Store/Websitefor InfoConsiderationPurchaseTelevision (Broadcast & Cable)Paid streaming TV w/adsSocial MediaFree streaming TV w/adsStreaming video other than TV/movies w/adsRadioBroadcast TV web/appEmailAd in mailInternet video adAd on a websiteNewspaper (print only)Source: GfK/NIQ TVB Purchase Funnel 2025 A18+QA4/QA5/QA6/QA7/QA8 Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled Of Those that Cited TV as the Most Important inAwareness Phase, 7 Out of 10 Picked Broadcast TVCable TV30%Broadcast TV70%All 6 Categories:Source: GfK/NIQ TVB Purchase Funnel 2025 A18+QA4 “Thinking about the ads you saw/heard for the categories, which advertising media made you most aware of the category?”How to read: Of the 43% who chose television as most important, 70% chose broadcast TV 80%80%60%58%58%55%50%48%44%33%33%32%23%23%23%22%20%19%18%16%15%14%14%13%11%10%8%Television (Broadcast/Cable)Broadcast TVEmailCable TVSearchSocial MediaPaid Streaming Programs on TV With AdsRadioFree Streaming Programs on TV With AdsStreaming Video