Mother's Day planned spending up 6%

Spending on gifts for Mother's Day is expected to rise roughly 6 percent this year as shoppers shift from traditional gifts of candy and flowers to more expensive items.

Apparel looks to be the big winner this year, with 88 percent of shoppers planing to buy mom clothes, a 10 percent increase over last year, according to the annual Brand Keys Mother’'s Day survey. Jewelry is also 7 percent more popular this year, while spending on tech-related gifts is essentially flat over last year, with only 12 percent of shoppers intending to gift a tech item.
Cards, candy and flowers all remain top gift items, but spending on these is either flat or on the decline.

Tech items are also expected to be overlooked as shoppers choose in-person visits and meals over new gadgets.

The average shopper plans to spend approximately $205 this year, a six percent increase over 2015. Men intend to spend more than women, reporting an anticipated average spend of $228. Women reported an anticipated spend of $182.  

Where shoppers spend has changed little from 2015, with most evenly divided between discount and specialty stores, and online spending remains unchanged from last year. Department stores will capture roughly 6 percent less market share this Mother's Day as that sector continues to struggle with relevancy for today's consumer.

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