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PRESS RELEASE

ExperientialGift Is Top Choice for Mother's Day 2004, recommends Unity Marketing

Stevens, PA April 26,2004—Mother'sDay is the most important gift holiday of the spring and is second onlyto Christmas in terms of gift giving. It is celebrated by three-fourths of gifters, who spend onaverage $94 buying gifts, according to new research from UnityMarketing.

"Topof the list is an experiential Mother's Day gift," explains PamDanziger, president of Unity Marketing and author of Why People BuyThings They Don't Need. "Year after year Mom is rememberedwith traditional gifts, including flowersand plants (51 percent); candles and accessories (47 percent); andjewelry and watches (45 percent), followed by plush or stuffed animals(35 percent).  But today thegift that will be most cherished by Mom is one of experience."

"Giftingis all about communicating feelings, so the thing (i.e. the gift) thatis bought and given is really only the means to an end—sharing one'slove and affection for Mom. If gifting at its root is emotion, the bestgift to give is one that primarily delivers emotional rewards and thatis a gift of experience."

Gifting.It's not the thing, but the experience

Ina survey among 950 "serious" gift givers, i.e. those who spentover $250 throughout the year, the ideal gift is one that the recipientwill like, but is unlikely to buy for themselves. In a word, a luxury."Luxuries, little or big, are the best gifts. Gift buyers in surveys report that 'experiential' luxuriesprovide the utmost satisfaction, as compared to home or personalluxuries like clothes, jewelry or beauty products," explainsDanziger."That makes experiential luxuries the preferred gift forMother's Day 2004."

Experientialgifts that will give Mom the greatest pleasure on May 9 include:

 Giftof Beauty

Dayspas, beauty salons, manicure boutiques, health clubs with massageservices, offer special gift packages designed to pamper and beautifyMom.

 Giftof Health

Ahike, bike trip, time on the golf course or tennis court will revitalizethe spirit through exercise and family time.

Giftof Romance

Cocktails,dinner, dancing, these are the number one experiential luxuries and willtransform 'Mom' into an exciting, desirable Woman.

Giftof Remembrance
Everyday is one to makememories and today with digital cameras, picture-quality printers andhand-laid paper scrapbooks Mom will cherish a special Mother's Dayscrapbook of memories.  

UnityMarketing's new study, Gifting Report: The Who, What, Where,How Much and Why of Gift Giving & Shopping, presents anexperiential research perspective of the gifting market. Combiningqualitative and quantitative research, it reveals gift giving incidenceand spending throughout the year, including seven major gifting holidaysand 12 gifting occasions (e.g. birthdays, anniversary, wedding,friendship, etc.). The key attributes of a good gift are presented, asare the types of stores gifters prefer and why. How people choose acrossthe range of gifting options is explored, including gift certificatesand cash, home furnishings, entertainment, apparel, gifts of experience,etc. Finally the personalities of three types of gift givers withdifferent gift giving and buying motivations are explored.

For more information aboutthe study, follow thislink , orvisit Unity MarketingOnline.

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