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May 9, 2008

Light Friday: Mother's Day by the Numbers

By David R. Butcher

It's that time of year again, when many of us buy Mom a mixed bouquet in the supermarket and extend an invitation to a mediocre brunch - and maybe even foot the bill - hoping it makes up for the other 364 days of the year when we fail to return her calls. Ungrateful progeny . . .

Different countries celebrate Mother's Day on various days of the year because the day has a number of different origins. The United States celebrates its mothers, grandmothers and great-grandmothers (as well as some stepmothers, wives, sisters, trophy wives, etc.) on the second Sunday in May - this weekend.

The 84.2 percent of consumers celebrating the holiday this year will likely shell out $15.8 billion for Mother's Day in 2008. That is about the same as what we spent last year. On a special dinner - or brunch - alone, Americans are expected to drop nearly $3 billion, according to the 2008 Mother's day Consumer Intentions and Actions Survey from the National Retail Federation (NRF).

"Mom has been saying for decades that it's the thought that counts on Mother's Day, and this year, kids might actually be listening," NRF President and CEO Tracy Mullin said in a statement.

economy_has_consumers_scroogey_on_Mothers_Day.jpgThey may not have much choice.

Despite the recent dispersement of economic stimulus rebates, today's bum economy has many of us spending a bit more prudently.

Also, the NRF survey's data, gathered by BIGResearch, was collected during the first week of April from about 8,000 consumers. Since then, fuel prices have risen (again), as have costs for food and other essentials. This could cause a hit in the numbers. We'll see.

Read on to learn more about mothers across the nation and how children, grandchildren and husbands will be guiltily buying their love expressing their gratitude this year.

82.8 million
Estimated number of mothers in the U.S. in 2004
Source: Survey of Income and Program Participation (unpublished tabulations, via U.S. Census Bureau)

2.1
The total fertility rate (TFR) in 2006 - the first time since 1971 that the nation's TFR was at replacement level, which is the birth rate required to replace the population
Source: National Center for Health Statistics

4.3 million
Number of births in the U.S. in 2006
Source: National Center for Health Statistics


MOMS ON THE JOB

55%
Among mothers with infants in 2004, the percentage in the labor force (down from a record high of 59 percent in 1998)
Source: Fertility of American Women

67%
Percentage of women who gave birth for the first time between 2001 and 2003 and worked during their pregnancy, compared with 44 percent who gave birth for the first time between 1961 and 1965
Source: Maternity Leave and Employment Patterns: 1961-2003

80%
The percentage of first-time mothers who worked one month or less before giving birth in the early part of this decade, compared with 35 percent who did so between 1961 and 1965
Source: Maternity Leave and Employment Patterns: 1961-2003

55%
The percentage of first-time mothers in the early part of this decade who were working by the sixth month after they gave birth, compared with 14 percent in the early 1960s
Source: Maternity Leave and Employment Patterns: 1961-2003

83%
The percentage of mothers who went back to work within a year of their child's birth who returned to the same employer; seven in 10 of these women returned to jobs at the same pay, skill level and hours worked per week
Source: Maternity Leave and Employment Patterns: 1961-2003

5.6 million
Number of stay-at-home moms in 2006
Source: America's Families and Living Arrangements: 2006

751,322
Number of child care centers across the country in 2005, including more than 73,000 centers employing 800,000+ workers and another 678,000 self-employed people or other businesses without paid employees; many mothers turn to these centers to help juggle motherhood and careers
Source: County Business Patterns: 2005 and Non-employer Statistics


BUYING MOM SOMETHING GREEN OR SHINY?

$15.8 billion
Total amount Americans are expected to shell out for the 2008 holiday, about the same as what we spent last year
Source: NRF 2008 Mother's day Consumer Intentions and Actions Survey

$2 billion
Total amount consumers are predicted to spend on flowers this Mother's Day
Source: NRF 2008 Mother's day Consumer Intentions and Actions Survey

21,135
Number of florist establishments nationwide in 2005, with 101,861 employees preparing, selling and delivering floral arrangements in floral shops across the nation
Source: County Business Patterns: 2005

77%
Percentage of domestic flower production for which California accounts among 15 cut-flower-producing states surveyed; that is $316 million out of $411 million
Source: USDA National Agricultural Statistics Service

$672 million
Total amount consumers are predicted to spend on greeting cards this Mother's Day
Source: NRF 2008 Mother's day Consumer Intentions and Actions Survey

12,473
Number of employees of the 120 greeting-card publishing establishments in 2005
Source: County Business Patterns: 2005

12,854
The number of cosmetics, beauty supplies and perfume stores nationwide in 2005; perfume remains one of the most popular gifts given on Mother's Day
Source: County Business Patterns: 2005

29.7%
Percentage of consumers expected to buy jewelry for mom this year, decreased from 32.8 percent in 2007
Source: NRF 2008 Mother's day Consumer Intentions and Actions Survey

29,624
Number of jewelry stores in the United States in 2005 - the place to purchase necklaces, earrings and other timeless pieces for mom
Source: County Business Patterns: 2005

$1.2 billion
Total amount consumers are predicted to spend on consumer electronics (including cameras and digital photo frames) this Mother's Day
Source: NRF 2008 Mother's day Consumer Intentions and Actions Survey


To all mothers, grandmothers and great-grandmothers, on behalf of myself and other geeks:

Mothers_Day_promise_to_keep_electronics_functional'.jpg
Image: someecards


Cheers.

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