Consumers will spend an expected $23.1 billion this year on gifts for Mother's Day, which would make it the second-highest spending for the holiday on record. In an annual survey by the National Retail Federation (NRF) and Prosper Insights & Analytics, 86% of U.S. shoppers will celebrate Mother's Day and will spend about $180 per person.
Currently, the highest spending was on Mother's Day of 2017, when consumers spent an average of $186 per person and the total sales hit $23.6 billion.
"When it comes to Mother's Day, consumers tend to spend a bit more compared to Valentine's Day since they need to cover more than one loved one on this special day (i.e., wife, mom, sister, daughter, etc.)," a spokesperson from NRF told FierceRetail. "Hence, why spending on this particular holiday has consistently been strong for consumers."
It seems the gifts of choice will be jewelry, purchased by 34% of shoppers; dinner or brunch, purchased by 55% of consumers; and flowers, purchased by 69% of respondents. In addition, $2.5 billion will be spent on gift cards, $2.1 billion on clothing, and $2.1 billion on consumer electronics.
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Of course 29% of mothers surveyed wanted to receive the gift of experience, such as a spa day or tickets, and 26% of their loved ones plan to give such gifts. And experiences were most often gifted by children 18 to 34 years old, 45%.
Shoppers ages 35 to 44 will be the biggest spenders this year, averaging $224 per person on mom. And shoppers ages 18 to 24 are most likely to research and purchase gifts on smartphones, 62%.
Department stores still hold strong, as 35% of consumers plan to look for gifts for mom there, while 31% will shop online and 29% will visit specialty stores.
"Mother's Day spending is unique since it involves more than one person they are spending for," the spokesperson said. "However, we wouldn't be surprised if consumers in the upcoming months spend a little more on other holidays or shopping moments thanks to the extra cash they are receiving from their employers due to the recent tax reform changes."