Exploring the Business of Birthdays

A certain special someone, my Brandettes partner, recently celebrated a birthday. Candles, cake, cards and all of the trimmings were must haves for a proper celebration, of course. The momentous occasion got us thinking about the business of birthdays, in general, and the extreme spending surrounding this “holiday” that happens 365 days of the year. Here’s our top 10 list of some fun birthday, mostly business, facts:

1. Birthdays are being acknowledged more than ever before, thanks to Facebook. The Greeting Card Association notes that Facebook’s birthday alerts have boosted sales of birthday cards overall.
2. Two billion birthday cards are purchased and sent annually, in the United States alone.
3. According to a poll by parentsconnect.com the average price for a child’s birthday gift is between $15 and $20.
4. September 16^th is the most common birthdate, according to a New York Times article. The least common? Christmas Day.
5. Restaurants typically offer free desserts to those with a birthday, but did you know you can get free cosmetics at Sephora, free meals at Red Robin and a free gift for your child at Toys R Us?
6. Birthday buttons, given out free by Disney Resorts give wearers preferential treatment plus FREE goods and services. Gratis can include everything from a free meal to Happy Birthday sung by your favorite Disney princess.
7. 81% of consumers have purchased gift cards for birthday gifts. The most common amount is $25.
8. According to the IAAPA (International Association of Amusement Parks), children’s birthdays cost an average of $370 per party, meaning parents will spend well over $6000 before a child is 18.
9. Email promotions marketing special birthday offers from brands have an astonishing 11.2% click through rate.
10. In the beauty space, brands like Bare Minerals and Benefit are targeting special price-pointed gift sets for use as birthday gifts, most in the $20-25 range. The specially designed sets happen to have earned these brands additional placement (and revenue potential) at Ulta, in particular.

-N.C.