RSS Feeds

Advanced search

You are in:


UK mums will cut seasonal drinks spending

Research shows that 96% of mothers are planning some serious cut backs this Christmas as well as tightening their belts for 2011. Nearly a third (30%) plan to buy less alcohol this year and 26% plan to look for cheaper or better value options than usual. In contrast, a surprising 85% of mothers still plan to spend the same on food for Christmas day, although 32% plan to cut back on the cost of food for the surrounding festive period.

Following George Osborne’s £18.5m cuts, the deepest since the 1970s, mothers are taking the lead in terms of a radical change to spending habits in order to play their part in the new “frugal economy”.   Researchers spoke to 1,000 respondents to input into a ‘Marketing To Mums’ report by marketing agency Haygarth.

In addition to the big cutbacks on drink over a quarter (25.47%) are prepared to curtail Christmas parties and going out with family & friends, whilst 42% plan to buy fewer presents and over half (53%) of mothers are planning to cut back on the cost of Christmas presents this year, looking for better value options and discounted items.

When looking forward to 2011 the research highlighted that a third (32%) of mums will be cutting back on going out socially.

Haygarth’s  ‘Marketing to Mums’ research encompassed a series of focus groups as well as a nationwide survey and highlights just how far mothers are prepared to go in order to cut back on household costs. The qualitative research also showed that mums are cynical about discounts and special offers, with many claiming that they’ve seen the price of a product they buy regularly go up prior to it being discounted.

All is not lost
However, all is not lost for the drinks sector. The research highlighted that mothers are happy to spend more on a brand they trust and are often influenced by a variety of marketing activity, including in-store point-of-sale, loyalty schemes and special offers. Brands that acknowledge mum as the most well educated and informed shopper and offer value and relevance to mums will be rewarded with her continued trust and loyalty. The research shows that we are now entering a period when mums will be looking long and hard at the value that brands deliver to her and her family. Haygarth believes that it is now even more important to consider how a brand is communicating with mum in this landscape of renewed “frugalism”.

Sophie Daranyi, CEO at Haygarth, comments: “Our research is a warning to brands and retailers: underestimate mum at your peril. She is a smart, savvy operator.  The complex equations and assimilation of information that Mum brings to bear in her efforts to feed and clothe the family are clearly planned and considered.

“Our key recommendation is that retailers and brands need to be aware of the level of decision making involved in purchases and act accordingly, with smart offers and clear communication. Otherwise mums will see right through it, not be impressed and probably tell everyone else that too.”


1 November 2010 - Felicity Murray