T-1: M-Day vs F-Day, 2015 (NRF Data)
CELEBRANTS SPENDING 84.20% 75.40% -8.8%
  üNet Avg Spend Per $172.63 $115.57 -33.1%
  üTot Direct Spending (Econ Impact) $21.16 B $12.67 B -41.1%
  üParent/Step-parent 62.5% 51.8% -10.7%
  üSpouse 23.2% 27.6% +4.4%
  üGrndprnts, Siblings & Kids 26.1% 19.3% -6.8%
  üDiscounters 24.8% 25.2% +0.4%
  üSpec Stores 36.2% 32.8% -3.4%
  üLocal Biz 21.4% 16.9% -4.5%
  üOnLine 25.0% 29.2% +4.2%

The difference b/t M-Day & F-Day spending is astounding, remarkable and unbelievable! For spenders, M-Day grew by 6.6% yr over yr while F-Day ONLY grew by 1.6% (The NRF estimated M-Day 2014 spend at $19.851 B and F-Day spend at $12.474 B. JUST 4 THE RECORD, over the last 5 yrs, M-Day spending has grown by 29.8% while F-Day spending has grown by less than ½ that % [14.1%]).

  • CELEBRANTS: 9% more adults celebrated M-Day, than are expected to celebrate F-Day.
  • SPENDING: The total econ impact of F-Day ($12.67 B) is but 60% of M-Day ($21.16 B).
  • GIFTEES: Almost 11% fewer Fathers/Step-Fathers are gifted on F-Day (vs M-Day giftees) and 7% fewer granddads are remembered than grandmas on these special days.
  • BUYING VENUES: 4% fewer Specialty Shops are shopped for F-Day than for M-Day. The fact that Local Bizes are 4½% less likely to be shopped for F-Day (vs M-Day) is also another “special” flag favoring M-Day over F-Day. In other words either Local Bizes are less likely to entice or offer special deals for F-Day shoppers OR F-Day shoppers may say “the heck with it” and that perhaps makes them more likely to OnLine shop. As a matter of fact OnLiners shopping is 4.2% greater for F-Day than M-Day. Beside “the heck with it” (frustrated F-Day shopper), the fact that OnLiners were more shopped on F-Day than M-Day may additionally be a sign that there is more last minute shopping on F-Day (vs M-Day).

Hi DIDDLE-DIDDLE the cat is in the MIDDLE, while dear’ol DAD still plays 2nd FIDDLE.

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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