PLANALYTICS RELEASES OUTOOK FOR MOTHER'S DAY WEEKEND
May 7, 2018
Source: Planalytics news release
It has been a challenging spring to-date, with limited demand opportunities for seasonal businesses across North America. Mother Nature will continue to influence purchasing as families prepare to show Mom some love this Mother's Day, Sunday, May 13th.
In contrast to prolonged cool conditions, the run-up week to Mom's special day (May 6-12) will trend warmer than LY throughout eastern locations, warming as we move into the weekend. The Northeast, Mid-Atlantic, and all western regions will experience the most favorable conditions for seasonal businesses vs. LY. Shoppers in these regions will hit the mother lode, purchasing spring apparel, accessories, and garden products. All major markets in Canada will trend warmer vs. LY, supporting demand for spring categories.
Slightly cooler than LY conditions will be confined to portions of the South Central and West North Central U.S. Far northeastern Canada will also trend cooler than LY.
Showers and thunderstorms are possible mid-week for the Plains and Midwest, arriving in the East late week. The Southwest region will enjoy a drier trend, supporting traffic into stores.
Moving into Mother's Day weekend (May 11-13), seasonally warm conditions will continue in eastern markets. The western U.S. will trend much warmer than LY and normal. Cool Moms will be found in the Midwest along with eastern and western Canada, as these locations will see cooler temperatures vs. LY. Showers are possible in the Pacific Northwest, Midwest, and eastern Canada over the holiday weekend, so don't forget Mom's umbrella!
Based on a recent survey published by the National Retail Federation (NRF), consumers are expected to spend an average of $180 on Mom this year. This represents a total spend of $23.1B, the second highest amount in the survey's 15-year history. Following greeting cards and flowers, shoppers are expected to focus their purchasing on dining out, gift certificates, apparel, jewelry, health & beauty products, and electronics.
For reference, the run-up week to Mother's Day last year (May 7-13, 2017) in the U.S. was coolest since 2010 and driest since 2013. Mother's Day (May 14, 2017) was warmest since 2015 and driest since 2011. Canada experienced a run-up week that was coolest since 2002 and wettest since 2014. Mother's Day in Canada was coolest since 2011 and wettest since 2013.