Fecomércio-RS performs its traditional Mother’s Day Search. In this 2023 edition, 826 people were approached between March 8th and 16th. Of this total, 46.6% indicated that they will buy gifts for the date.
Consumers were surveyed, in person at flow points, in the main city of each Macroregion of the State: Santa Maria, Porto Alegre, Caxias do Sul, Ijuí and Pelotas.
The survey also investigated the effect of the current economic scenario on the intention to spend on Mother’s Day this year. Among the interviewees, 30.4% indicated that the current moment reduced the intention to spend for the date, while for 26.8% the situation caused an increase in the intention to spend. For 42.9% of those interviewed, the current economic situation did not change their spending intentions.
Justification
Among those who said they would not buy, the most frequent justification was the fact of “not having a mother”, indicated by 36.7% of respondents that they would not give gifts on the date; this reason added to “living far from the mother” (9.1%) and “having no relationship with the mother” (3.2%) constitute 49.0% of the situations in which he will not be present.
The most cited reasons for not having a mother are of an economic nature: not having money (14.5%) and being unemployed (14.3%). In the 2023 survey, respondents were asked about their current level of income compared to the pre-pandemic period. Among those who said they will buy a Mother’s Day gift, 43.7% indicated that they currently have a lower or much lower income than in the pre-pandemic period.
Price
People who intend to buy or have already bought gifts for the date in Rio Grande do Sul should spend, on average, R$ 245.53. The median expenditure was R$ 150.00. The survey also found that 85.5% of respondents will give gifts individually and 13.8% will share with someone.
The average number of items purchased per person (considering individual gifts and group gifts) must be 1.14 units. Considering the total volume of expenses and gifts to be purchased this Mother’s Day, individually or shared, it is estimated that the average value per gift purchased should be R$ 183.87.
When the gift is shared between more than one buyer, this value decreases to BRL 173.47, while individual gifts should cost an average of BRL 185.42. The average spending intention is higher among men (R$ 341.34) than among women (R$ 166.51). Among those interviewed, purchases for the date should be concentrated up to a week in advance of Mother’s Day.
Profile
Among the 385 survey respondents, 45.2% of the individuals were male, while the female portion was 54.8% of the total number of respondents. With regard to the age groups covered in the survey, 52.7% of respondents were between 21 and 35 years old, with the most frequent portion (20.8% of the sample) being people between 21 and 25 years old. The average age of respondents was 33.4 years and the median 31.0 years. With regard to the level of education, 42.6% of respondents have completed high school education.
favorites
Traditional items of clothing and perfumes/cosmetics should be the gifts purchased by 37.4% and 23.9% of people who intend to buy treats this Mother’s Day, respectively. Flowers and Footwear appear in sequence, the first with 10.4% of participation and the second with 8.8%.
The survey also points out that price is the item most pointed out by consumers (52.2%) as a determining factor when deciding where to buy the gift. In second place appears quality (15.1%); promotions (11.4%), service (11.2%) and person’s preference (10.9%) appeared in sequence.
City center stores were indicated by 59.0% of respondents for purchasing gifts for Mother’s Day. Next, appear shopping malls (19.5%), neighborhood stores (11.4%) and Internet (6.8%).
Regarding payment methods, cash was the most indicated (41.3%), followed by debit card (19.5%) and credit card in installments (15.6%); 11.7% indicated that the payment method would be a cash credit card and 11.4% would pay with a pix. Among the interviewees who indicated purchase in installments, 69.4% intend to pay in two or three installments, and 30.6% intend to pay in 4 or more installments.
