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Siras: Moms Want Digital Frames, Imaging Gifts

Redmond, Wash. – Mother’s Day isn’t only good to mothers
since it turns out to also be very good for digital picture frames, among other
imaging-related devices.

According to Siras, provider of product registration, return
validation and lifecycle tracking services, last year saw sales soar to more
than 11 times normal levels during the Mother’s Day weekend, May 6-8, 2011.

In an exclusive report for TWICE, the apparent favorite of
gadget gifts for Mom is portable media players, which saw the largest increase
in unit sales of any CE category for the two-week period ending on Mother’s
Day, and which also have the lowest rate of return.

Other products getting a big retail boost from the spring
rite included camcorders, sewing and craft machines, and digital still cameras,
which saw holiday weekend sales increases of 244 percent, 84 percent and 57
percent, respectively. 

The Siras report, based on data from participating retailers
and covering millions of transactions, also revealed another way merchants
benefited from the sales performance of digital picture frames: While other
products purchased as Mother’s Day gifts were as likely to be returned as those
purchased at any other time of year, picture frames are returned 50 percent
less frequently than those purchased during normal periods.  

“Media players and picture frames were the holiday’s
‘stickiest’ gifts,” said Siras president Peter Junger.

According to Junger, the Siras analysis of buying trends
revealed different product selections among those who buy last-minute and those
buying as long as two weeks in advance. “Most gift sales take place in the last
few days before the holiday, and media players and digital cameras are popular
last-minute choices,” he said.   “Looking
over the two week period leading up to Mother’s Day, other products, especially
hands-free devices and even floor care, see
a solid sales jump.”

As for this year, Junger said he would be interested in the
performance of the computer category, which is where tablet sales are

“Computer sales picked up as well last year for Mother’s Day
weekend, almost 25 percent. If tablet sales simply substitute for other
computer purchases this year, their impact will be effectively neutral. Any
additional increase in the category is almost certainly going to be attributable
to growing tablet popularity.   I am
curious to see what new trends emerge as we analyze the data after the