Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 1.5 million adult consumers in the Las Vegas area plan to celebrate the occasion.

Between now and that special Sunday in May, the NRF expects a record $313.4 million to be spent in Las Vegas to honor all the different moms in consumers' lives. Of those celebrating Mother’s Day, most (57%) are purchasing gifts for a mother or stepmother, followed by a wife (23%) or daughter (12%).

Comparatively speaking, Las Vegas area consumers will spend 12.6% more to celebrate Monther's Day this year than they did in 2022, which was also a record year.

“Mother’s Day provides Americans with an opportunity to honor important women in their lives,” NRF President and CEO Matthew Shay said. “As people make plans to celebrate this year, retailers are prepared to help shoppers find gifts of appreciation and admiration for those they want to recognize on this special day.”

Almost half of all Mother's Day spending in the Las Vegas area will fall into three categories:

1. Jewelry: $68,463,785
2. Special Outing: $49,153,487
3. Electronics: $35,109,634

The other half of Mother's Day spending includes purchases of gift cards, clothing, flowers, personal services, housewares, books, and greeting cards.

The challenge for Las Vegas area retailers, however, is keeping a significant share of these Mother's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 68% of all spending.

To earn a larger share of Mother's Day spending, local small business owners will need to advertise to convince Las Vegas consumers of the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Las Vegas radio.

Eighty-four percent of all adults say they will celebrate Mother's Day in 2022. Based on per capita forecasts from the National Retail Federation (NRF), Las Vegas consumers are expected to spend $220.5 million on the moms in their lives. This is a 13% increase over last year.

“Consumers are eager to find memorable ways to honor their mothers and other important women in their lives and are willing to spend a little extra on this sentimental holiday,” said NRF President and CEO Matthew Shay.

The NRF spending projections indicate that Las Vegas consumers will spend $48.5 million on jewelry and another $36.7 million on special outings such as dinner or brunch. This will be the highest level of Mother's Day spending ever in these categories.

Here is how this large pool of Mother's Day cash in Las Vegas is expected to be distributed by all retail categories.

The NRF research indicates that men will outspend women 3-to-1 this year on Mother's Day gifts. Most of these dollars will go towards presents for their moms, stepmoms, and wives.

Of all the money spent, Las Vegas consumers are expected to spend 36% online, 30% at department stores, 27% at specialty stores, and 23% at local small businesses.

To compete for a share of record-high Mother's Day spending this year, local business owners will need to advertise. By most key marketing metrics, the best way to reach holiday shoppers is by advertising on Las Vegas radio.

There are 908,100 adult women in the Las Vegas area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $33.2 billion and $37.9 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

• Single women across all income brackets spend, on average, $34,817 on goods and service
• Working married women contribute over a third of their families’ incomes
• Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

• The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
• Women are 50% more likely than men to regularly watch online how-to videos.
• 94% of women between the ages of 15-35 spend over an hour per day shopping online.
• 70% of travel consumers are women.
• 85% of women say that if they like a brand, they will remain loyal to it.

For Las Vegas small business owners to successfully capture a meaningful share of the local female economy requires advertising.

Clark County consumers are expected to spend $59 million on Halloween related activities in 2020, according to information from the National Retail Federation.  This would be a slight 2.3% decrease from 2019. This is proof of the holiday's strong resistance to the pressures of a pandemic economy.

Based on data from the NRF's annual survey conducted by Prosper Insights & Analytics, more than 1.1 million Las Vegas adults plan to participate in Halloween-related activities. Among those celebrants, safe at-home activities ranked highest: 53 percent plan to decorate their homes, 46 percent plan to carve a pumpkin, and 18 percent will dress up their pet.

“Consumers continue to place importance on celebrating our traditional holidays, even if by untraditional standards,” NRF President and CEO Matthew Shay said. “Retailers are prepared to meet the increased demand for seasonal décor, costumes, and other items that allow families the opportunity to observe Halloween safely.”

To earn a large share of Halloween spending in 2020, Clark County small business owner will need to advertise to let consumers know their stores are open, stocked, and ready. By any metric, advertising on Las Vegas radio is the best way to reach holiday shoppers.

How quickly the millennials have grown up.

According to Nielsen, 71.5% of all Clark County parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will, spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 517,742 children under the age of 18 living in the Las Vegas area. That makes the local parenting economy worth upwards of $118 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For Clark County small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Las Vegas radio is the best way to reach this audience.

 

Advertising on Las Vegas radio stations is the best way for local small business owners to reach the lucrative, local mother market.  Here's why.

Las Vegas consumers will spend $39 billion over the next 12 months. Forbes magazine reports that it is moms who control 85% of all household purchases. Locally,  there are more than 371,000 mothers with children under the age of 17 at home.

Las Vegas small business owners need to pay special attention to these mothers and their wallets. For example, compared to the general population, over the next 12 months, local moms live in households that are

• 48% more likely to take a family vacation
• 25% more likely to purchase a car or truck
• 80% more likely to buy furniture
• 86% more likely to purchase a major appliance
• 17% more likely to buy a mattress
• 147% more likely to buy a new house/condo
• 165% more likely to purchase a boat
• 25%% more likely to buy carpeting/floor coverings
• 58% more likely to move
• 39% more likely to look for a new job