To buy children’s gifts, mothers do without

In this economy, nearly everyone is forgoing indulgences, and many fathers will no doubt sacrifice this year to put toys under the tree. But figures suggest the burden is falling most heavily on women, particularly mothers.

In September and October, sales of women’s apparel fell precipitously compared with the same months the year before.

A survey of shoppers’ intentions by the NPD Group, a consultant firm, suggests that such cutbacks may continue through the holiday season. Some 61 percent of mothers said they would shop less for themselves this year, compared with 56 percent of all women and 45 percent of men. The survey suggested that mothers, more than any other group, would also spend less money over all and postpone big-ticket purchases, like the dishwasher that Hunt wants to buy.

It may be noble sacrifice for women to spend less on themselves to benefit their families. But it is bad news for the troubled retail industry, which relies heavily on sales of women’s apparel.

Reyne Rice, who studies toy trends for the Toy Industry Association, said mothers do at least 80 percent of the holiday shopping in a family, and in past recessions they have been the first to do without. Analysts say the pullback by women in this downturn is among the most drastic they have seen.

The downturn, analysts said, is being exacerbated by unexciting fashions in stores. And the lack of pressure to conform to one particular style these days means women do not have to update their work wardrobes. As they scale back their own indulgences, mothers are looking for additional ways to cut the cost. Some are using online tools to organize meetings with other mothers to swap gifts.