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Mums to spend less on alcohol this Christmas

Published:  08 November, 2010

A survey has unveiled that almost 100% of mums are tightening their belts when it comes buying alcohol this Christmas.

Following George Osborne's £18.5 million cuts, the deepest since the 1970s, the marketing agency Haygarth said mums are taking the lead in terms of a radical change to spending habits in order to play their part in the new "frugal economy".

It spoke to 1,000 respondents to input into a 'Marketing To Mums' survey and found that 96% are planning some serious cut backs throughout the festive season, as well as in 2011.

It also found almost a third (30%) plan to buy less alcohol this year and 26% plans to look for cheaper or better value options than usual.

However, the research highlighted that they 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.

Haygarth said brands acknowledge mothers as the most well educated and informed shoppers and believes that it is now even more important to consider how a brand is communicating with mothers in this landscape of renewed "frugalism".

Sophie Daranyi, chief executive officer at Haygarth, said: "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 she brings to bear in her efforts to feed and clothe the family are clearly planned and considered."