Consumers plan to spend an average of $172.63 on mom this year, up $10 from $162.94 in 2014, according to the National Retail Federation's 2015 Mother's Day Spending Survey conducted by Prosper Insights & Analytics.
In total, spending will reach $21.2 billion in the United States, with 80 percent of those sales consisting of greeting cards.
Last year's Mother's Day spending was estimated to be around $18.1 billion, half of which was spent on jewlery.
"We're encouraged by the positive shift we've seen in spending on discretionary and gift items from consumers so far this year, certainly boding well for retailers across all spectrums who are planning to promote Mother's Day specials, including home improvement, jewelry, apparel and other specialty retailers, as well as restaurants," said NRF President and CEO Matthew Shay.
The second most popular gift, behind greeting cards, will be flowers (67.2 percent), followed by apparel (35.8 percent). Other items anticipated to be popular include electronic products, at $1.8 billion; housewares, at $890 million; and books and CDs, at $480 million.
As many as 34.2 percent of consumers are expected to splurge on jewelry gifts this Mother's Day, spending $4.3 billion, up from 31.7 percent spending $3.6 billion last year.
Where will consumers shop? A projected 33.4 percent of consumers are expected to visit department stores, followed by specialty shops (28.2 percent) or discount stores (24.8 percent). The total amount of online shoppers will actually decrease from last year's 29 percent to 25 percent this year.
A total of $3.8 billion is expected to be spent on brunch and other holiday activities, and $1.5 billion are expected to be spent on personal services, such as those found at the spa.
-See this NRF press release
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