Restaurants and gift stores were the big winners during Mother’s Day week. But it's not just the cockles of mothers that were warmed: some retailers and marketers will find plenty of comfort in figures that show spending on the Paymark network, which processes more than three quarters of all in-store electronic transactions in New Zealand, is up considerably on the same period last year. “More than $85 million was spent in the categories traditionally associated with Mother’s Day on the day and preceding week, up 8.5 percent on last year,” says Simon Tong, Paymark chief executive.
Data showed Kiwis spent a total of $52,225,786 through the Paymark network at restaurants on Mother’s Day and the preceding week this year, which amounts to an increase of 10.4 percent. Similarly, gift stores also benefited with a total of $11,891,398 being spent, an increase of 10 percent on the same period in 2009.
On the day itself, florists sold on average 13 percent more this Mother’s Day than last year. However, for the eight days in total (i.e. Sunday, 2 May to Sunday, 9 May) florists were only up a modest 2.9 percent on the same period last year. That's still pretty good considering there is a declining sales trend in the category.
On the negative side of the ledger, bookshops were down 5.7 percent on the same eight days last year, and jewellery outlets were also down five percent.
Spending associated with Mother’s Day was up considerably, but the entire month of April saw the value of Paymark transactions increase by a more modest 3.6 percent, with the number of card transactions 5.5 percent higher than a year ago.
The fastest growth rates in terms of transaction volumes were measured in Gisborne (up 8 percent), South Canterbury 7 percent) and Otago (6 percent). The slowest growth regions were Marlborough (3 percent) and Canterbury (2 percent).