Despite tight budgets, Canadians plan to show Mom the love



    
    National survey reveals how Canadians will treat Mom like a Queen while
    practicing 'smart gift-giving'
    

    TORONTO, April 27 /CNW/ - The current economic situation is no match for
motherhood: a recent survey of AIR MILES collectors across Canada found that
84 per cent plan to spend the same or more to treat Mom on Mother's Day than
they did last year. At the same time, almost 60 per cent of collectors have
reduced the amount they spend on gifts. With an overwhelming majority (93 per
cent) recognizing the importance of honouring Mother's Day, Canadians need a
way to 'gift' smarter.
    The AIR MILES survey revealed the top three gifts Collectors are likely
to give this Mother's Day are a special meal out (71 per cent), flowers (57
per cent) and jewellery (23 per cent). While the majority of Canadians will be
celebrating moms on May 10, gift giving preferences vary across the country.
Respondents in Western Canada felt the best way to thank mom would be a day at
the spa (more than 40 per cent) while almost 35 per cent of Ontarians plan to
show their love with surprising mom with the trip of a lifetime. Atlantic
Canadians were twice as likely as the rest of the country to add sparkle to
their mother's eyes with one-quarter choosing an expensive piece of jewellery
as their top treat.
    "We have 'recession-proofed' Mother's Day this year with gifts available
for every taste and budget to ensure everyone can show their mothers how much
they mean to them," said Senior Vice President and Chief Marketing Officer,
Neil Everett of the AIR MILES Reward Program. "Our Collectors can keep their
money in their wallet by redeeming their AIR MILES reward miles for our wide
array of gifts that are perfect for Mother's Day; or they can take advantage
of www.airmilesshops.ca to earn miles on purchases and enjoy benefits and
discounts exclusive to Collectors at select retailers."
    Collectors who are interested in ways to shop smart this Mother's Day can
visit www.airmiles.ca and discover the special products and offers just for
Mom. For less than 5,000 AIR MILES reward miles, Collectors can redeem for
diamond earrings or a diamond necklace. Along with these great redemption
opportunities, partners at www.airmilesshops.ca have created exclusive
Mother's Day offers that include bonus reward miles with purchase. For those
respondents intending to purchase flowers for Mother's Day, FTD Florist, is
offering double AIR MILES reward miles until the end of May plus an additional
10 per cent off, and for those who plan to purchase jewellery for their moms,
ICE.com offers triple AIR MILES reward miles and 20 per cent off all purchases
when ordering through www.airmilesshops.ca.

    About the AIR MILES Reward Program

    Founded in 1992, the AIR MILES Reward Program is Canada's premier
coalition loyalty program. More than 9.5 million active Collector accounts,
representing approximately two-thirds of all Canadian households, actively
participate in the Program. The AIR MILES Reward Program allows Collectors to
indulge in leisure, entertainment, merchandise, travel and other lifestyle
rewards quickly, simply by doing their everyday shopping for products and
services at AIR MILES Sponsors. AIR MILES reward miles can be redeemed for
more than 800 different rewards, such as movie passes, family attractions,
electronic merchandise, sports and recreation, travel and more.

    Collectors can shop and collect AIR MILES reward miles at more than 100
brand-name Sponsors across the country, representing thousands of retail and
service locations nationally, including RONA, Shell, SportChek (Sports
Experts), The Shoe Company, BMO, Metro, Sobeys, Safeway and IGA, and
airmilesshops.ca. The AIR MILES Reward Program's website is www.airmiles.ca.

    About the Survey

    These results are based on 866 online interviews with Canadians, 18 years
of age and older. Interviews were conducted between April 9 and 16, 2009. The
sample size used ensures, with 95 per cent certainty, that the overall results
are within +/-1.8 percentage points of what they would have been had the
entire Canadian population been surveyed. The margin of error will be larger
for sub-groupings of the survey sample.

    
    (*) Percentages equal to more than 100 per cent due to multiple
        responses.
    





For further information:

For further information: Sarah Daly, Veritas Communications, (416)
955-4583, daly@veritascanada.com; Lisa Richards, Veritas Communications, (416)
955-4586, richards@veritascanada.com; AIR MILES Reward Program, Corporate
Affairs, (416) 552-2346, mediaoffice@loyalty.com


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