News Latin America No more irons or perfumes: Mexican moms want technology

No more irons or perfumes: Mexican moms want technology

A mother’s love is priceless, but the gifts dedicated to celebrate them do cost it. And sometimes it is quite expensive. This May 10, millions of Mexicans plan to entertain just over 38 million women who are mothers in the country, according to figures from the National Institute of Statistics and Geography (Inegi), and whose celebration has been a tradition since 1922.

Traditionally, the media, marketing and deep-rooted stereotypes around mothers in the country suggested that giving away electrical appliances such as irons, washing machines or stoves was ideal for them. Later, the purchase of clothing, cosmetics and accessories for personal use became a trend in the second part of the 20th century. But in 2023, that behavior has changed, what Mexican moms want is technology, mainly, a smartphone.

According to an analysis by the Retail Trade Center of the Tecnologico de Monterrey Business School, the retail store Coppel, as well as the consultancy The Competitive Intelligence Unit (CIU), the search for cell phones to give away this May 10 grew by 18% compared to last year.

Digital mom: connected and active on social networks

Of the 37.5 million mobile lines that The CIU attributes to Mexican mothers, 92% already have a smartphone to which they allocate a good part of their resources, with an average cost of 3,906 pesos (just over 219 dollars). ) 58.6 of this expense is made in cash or in a single exhibition, while 41.4% of this equipment is acquired under the modality of months without interest charged to a credit card.

Regarding the uses they give to their computers, Mexican mothers prefer to be in contact with their loved ones through instant messaging services, with 90.6% of women who use them, in addition to social networks, with 62.6 % of use preferences, in addition to reporting a very marked preference for those specialized in entertainment, with 34.5% frequency of use.

The effect of inflation: not everyone will have enough

Whether they celebrate in the purest traditional style with a bouquet of red roses and an outing for breakfast or lunch, the effect of inflation will weigh heavily on the pockets of children, grandchildren and great-grandchildren. According to a study by the National Alliance of Small Merchants (Anpec), giving away a dozen roses and a bag of chocolates, in 2022 had an average cost of 230 and in 2023 of at least 286, an increase of 19.58%. “Making roast meat at home for 10 people in 2022 represented an average cost of 2,400 pesos, while in 2023 it will cost 3,500, with an increase of 1,100 pesos due to the increase in the price of meat,” says the association.

Sharing the table in a restaurant is no longer an option for everyone. According to the consultant Kantar, this year 4 out of 10 households will prefer to cook for their mother at home and the rate of those who will not celebrate this day increased 20% this year as a result of the crisis caused by the general increase in prices.

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