Who’s your mommy?

A new feature on Target.com helps shoppers select a Mother’s Day gift based on personality type and price range. Visitors to the site who choose to shop by personality type are presented with a drop down menu of nine choices that includes, corporate diva, nature lover, fashionista, super mom, doting grandma, domestic goddess, urban gourmet, globe trotter, fitness champion and the catch-all category, fun for anyone. Once a choice is made, customers are taken to an edited assortment of items intended to satisfy the wants and needs of the nine customers segments. The new feature could prove helpful as common sense as well as statistical data suggest spending on Mother’s Day will be down from last year. According to a National Retail Federation study, Mother’s Day spending this year will total $14.1 billion, or roughly $124 per person. That is slightly less than the average of $139 that was spent last year.