The survey, which was conducted in partnership with Prosper Insights & Analytics, also found that a total 86 percent of Americans will celebrate Mother’s Day and are expected to spend an average of $180 per person. The expected survey would be the second highest in the survey’s 15-year history, following last year’s record of $23.6 billion ($186 per person).
“This year’s Mother’s Day forecast is one of the strongest we’ve ever seen,” says Matthew Shay, president and chie executive officer, NRF. “With spring in full bloom, Americans are looking forward to splurging on their mothers and retailers are prepared to offer a variety of options that will allow consumers to find the perfect gift for the occasion."
According to the survey, consumers are expected to spend $4.6 billion on jewelry (purchased by 34 percent of shoppers), $4.4 billion on special outings such as dinner or brunch (55 percent), $2.6 billion on flowers (69 percent), $2.5 billion on gift cards (45 percent), $2.1 billion on clothing (36 percent), $2.1 billion on consumer electronics (14 percent) and $1.8 billion on personal services such as a spa day (24 percent). Additionally, another $956 million will be spent on housewares or gardening tools (19 percent), $813 million on greeting cards (77 percent) and $494 million on books or music (19 percent).
Furthermore, individuals aged 35-44 are expected to be the biggest spenders this year with an average $224 per person.
Finally, 35 percent of consumers will shop at department stores, 31 percent will shop online, and 29 percent plan to shop at specialty stores including florists, jewelers or electronics stores. Another 23 percent plan to shop at a local small business with 22 percent shopping at discount stores and 10 percent at specialty clothing stores.
“Mother’s Day continues to be a holiday close to the heart of many Americans and this year is no different,” says Phil Rist, vice president, strategy, Prosper Insights. “Those between 35- and 44-years-old are planning to spend the most this season, while younger consumers are the most likely to put their online shopping skills to good use to find inspiration for the perfect gift for mom.”