May 3, 2006
Overall, about 65.9 percent of American small business owners are
expecting strong sales on Mother's Day this year, according to Constant
Contact's Mother's Day Outlook Study for 2006.
As it relates to anticipated holiday sales by top industries, the
hospitality segment led with 86.8 percent of people surveyed said they
expected strong sales on Mother's Day, followed by Consumer Services
at 69.2 percent and Retail at 66.9 percent.
In all, 74.7 percent of small business owners are planning
special promotions around that special day. What's more, because the
overall majority of site owners expect more eCommerce shopping by their
customers this year, many small businesses are using Internet marketing
in an effort to gain a larger percentage of Mother's Day sales.
According to the study, online marketing and e-mail advertising are
more popular with small businesses than traditional sales tactics. When
asked to disclose various methods used to promote Mother's Day
offerings, here's what participants answered:
Email marketing prevailed at 81 percent
Online marketing at 42 percent
Flyers at 25 percent
Direct mail represented 23 percent
Print, broadcasting and radio advertising was pagged at 21 percent
According to the study, Mother's Day consumer behavior trends show
that:
54 percent of small business owners expect people to spend $25 to $75 on gifts
30 percent predict that the average consumer will spend over $75
Husbands and daughters comprise 72 percent of those making the purchases
Mothers at 20 percent
Sons at 8 percent
Source: Mediapost
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