Trends for May 7, 2001

Lisa Ferguson

Monday, May 7, 2001 | 8:45 a.m.

By the numbers

It's nearly Mother's Day. And as is the case with most holidays anymore, the retail industry has analyzed it to death.

Let's start with Ace Hardware. The company released the results of a national survey of 130 hardware retailers (who attended Ace's spring convention in New Orleans) that says moms apparently prefer receiving gifts of power tools over perfume. Hmmm, what a convenient response from guys who sell drill bits.

Twenty-three percent of the retailers said that they feel that the number of women performing household do-it-yourself projects has surpassed men. Why's that? Well, 66 percent of them said it's because women are "tired of waiting for their spouse or significant other to perform the work,"while 72 percent chalked it up to more women living alone these days.

What projects are they tackling? Ninety-four percent said painting and decorating; 86 percent cited lawn, garden and "outdoor-living activities;"and 57 percent said home organization projects.

It's the thought that counts?

It wouldn't be Mother's Day without the greeting-card companies weighing in with facts and figures of their own.

Did you know that daughters purchase more Mother's Day cards than sons? This earth-shattering news comes courtesy of American Greetings, which also explains that 83 percent of the cards for Mom purchased this year will be bought by females.

In 2000 4 percent of Mother's Day card buyers were between the ages of 1 and 18. Now how does a 1-year-old get to the card store? Better yet, how does the company poll someone who can't read, write or speak? You have to wonder where it's getting these numbers.

More factoids: Mother's Day is the third-largest card-sending holiday, and is second behind Christmas in gift giving.

Mo' money

And not to be outdone, Hallmark also conducted a survey of its own this one asking children ages 6-11 a series of money-and-mom-related questions:

"If you had all the money in the world and could pay your mom for everything she does, how much money would you pay her?"Twenty-nine percent of the youngsters said $1 million, while 56 percent would shell out less than $10,000 (15 percent said other amounts).

On a similar note, "If you could pay your mom for all the nice things she does for you, how much money would you pay her to"1. Kiss a boo-boo? 2. Give you a hug? 3. Spend an hour playing with you? Playtime would pay the most $50 followed by the hug ($20) and the kiss ($13).

Finally "If your mom were to win a million dollars, what would you want her to buy?"

Twenty-one percent of the greedy little ones said they'd want her to put the cash down on a new house, and 13 percent said a new car. The remainder (66 percent) said "other,"meaning a swimming pool, electronics, toys and a vacation.

Hey, when you get a job, you can buy whatever you want. But, for now, you'll get what Mom gives you and you'll like it.