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Consumers will spend an average of $168.94 for Mother’s Day, up 11 percent from last year’s $152.52, according to NRF’s Mother’s Day spending survey, conducted by BIGinsight. Additionally, this year's total spending is expected to reach $20.7 billion.
“It’s clear that Americans this year want to honor the woman with the hardest job in the world with unique and special gifts this Mother’s Day,” said NRF president and CEO Matthew Shay. “After a long winter that kept many from splurging on any new spring merchandise, retailers are looking forward to opening their doors and surprising shoppers with promotions that are perfect for any gardener, host, fashionista or tech-savvy mom.”
While traditional gifts such as flowers, apparel and gift cards will maintain their popularity, many consumers will stretch their budget a little further and buy a tablet, smartphone or necklace. The survey found 14.1 percent – the highest in the survey’s history – of shoppers this Mother’s Day will spend more than $2.3 billion on electronics, up from $1.6 billion last year, and more than one-third (34.4 percent) of gift givers will buy jewelry, spending a total of $4.2 billion, up from $3.7 billion last year.
Additionally, gift givers will splurge on a special outing, such as brunch or dinner ($3.5 billion), flowers ($2.3 billion), gift cards ($2 billion), clothing or clothing accessories ($1.7 billion), and personal service gifts, such as a day at the spa ($1.5 billion).
The survey found 34.4 percent of gift buyers will shop at a department store. Other shoppers will head to discount stores (29.1 percent), specialty stores including jewelers, florists and electronics stores (36.6 percent), and specialty clothing stores (8.9 percent). Nearly three in 10 (28.5 percent) Americans will buy their gifts online, up from 25.6 percent last year and the highest in the survey’s 10-year history.
In addition to celebrating “mom,” Americans will buy Mother’s Day gifts for other women in their life, including their wife (23.6 percent), daughter (10.5 percent), grandmother (8.5 percent) and sister (8.2 percent).
“Budgetary constraints will keep many families on the lookout for the perfect group gift, like a new tablet or smartphone, or even that cashmere sweater they know mom has had her eye on,” said Pam Goodfellow, BIGinsight consumer insights director. “This year, there’s no question mom will blush over the outpouring of admiration her family and friends want to bestow upon her.”
NRF represents retailers of all types and sizes, including chain restaurants and industry partners, from the United States and more than 45 countries abroad.