Haute Couture or Homemade Gifts? What Mom Wants for Christmas Will Surprise You

Market Wire, December, 2004

Think mom wants a mink for Christmas? Think again. Speaking Female's survey of mothers across the country reveals that when it comes to presents, she'd prefer something that warms her heart.

What Mom Really Wants

Turns out fancy presents don't always win the day. Here are mom's top five favorite gifts:

--  Handmade presents from her kids (73%)
--  Vacation/getaway (50%)
--  Furniture (44%)
--  Jewelry (38%)
--  Clothing (32%)

And Given a Choice Between Bling Bling and a Big Screen...

Trite but true, diamonds are still a girl's best friend. Given a choice between a new plasma screen TV or diamond earrings, jewelry outshines technology almost every time (71%).

If You Love Her, for Heaven's Sake Don't Get Her...

The top five most-unwanted gifts:

--  Decorative items/knick-knacks
--  Software
--  Cooking gadgets
--  Video games
--  Pots, pans and other cooking items
--  Vacations with in-laws (she wants to go away, just not with
    them)

She's So Organized She's Just about Finished

Most moms say they've already finished their shopping, according to the survey, which may explain why the latest reports from retailers have shown a drop in holiday buying since Thanksgiving.

--  The majority of moms did the bulk of their shopping one month in
    advance (61%), while 45 percent say they will continue to buy throughout
    December. Only 5 percent say they plan to buy last-minute gifts, so it must
    be the guys taking up all those parking spaces at the mall on December 24.

--  Fully half of moms surveyed are spending about the same amount of
    money on presents as they did last year - between $500 and $1,000 on
    average.

Who and What Influences Her Gift Purchases?

--  Kid request (50%)
--  Husband request (38%)
--  Coupons and sales (33%)
--  Recommendations from friends (11%)
--  Commercials (3%)

The 2004 holiday shopping survey was conducted from November 24 though December 1, 2005 and included results from 211 moms nationwide. Respondents were able to select multiple answers and post individual responses for the least favorite gift question.

About Speaking Female

Speaking Female is Zeno's marketing practice dedicated to helping companies reach the powerful women's market. If you have any questions or would like more information about how Speaking Female can help you, please contact Bridget Brennan at 312/396-9720 or visit our website at www.speakingfemale.com.

Zeno is one of the largest independent public relations firms in the world, with annual revenues in excess of $16 million. The full-service agency specializes in consumer marketing, technology, healthcare and corporate affairs/crisis management. Zeno has offices in New York, Chicago, San Francisco, Los Angeles, Washington, D.C. and Seattle. Zeno's clients include Oracle, Whirlpool Corporation, Kia Motors America and Evenflo baby products company. For more information on Zeno, visit www.zenogroup.com.

Contact: Christine Weil Zeno Group 312.396.9778 christine.weil@ZenoGroup.com