May 12, Mother's Day, is almost here! Consumers will spend an average of $168.94 on mom this year, up 11% from last year’s $152.52, and total holiday spending is expected to reach $20.7 billion. That's according to the National Retail Federation's Mother’s Day spending survey conducted by BIGinsight.
“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,” says 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 still be popular, many consumers will stretch their budget a little further this year and treat mom to that tablet, smartphone or sparkly necklace she’s had her eye on. More than one-third of gift givers will buy jewelry.
Gift givers will also splurge on other things, including personal-service gifts—such as a day at the spa.
When it comes to where people will shop, the survey found that 35% of gift buyers will shop at a department store. Other shoppers will head to discount stores (29%), specialty stores [including jewelers, florists and electronics stores] (37%) and specialty clothing stores (9%).
Nearly three in 10 Americans will buy their gifts online, up from 26% last year—and the highest in the survey’s 10-year history.
Americans will buy Mother’s Day gifts for other women in their life, including their wife (24%), daughter (11%), grandmother (9%) and sister (8%). However, most will buy for their mother or stepmother (65%).
[Chart courtesy of the National Retail Federation]