WASHINGTON — If NRF's predictions come true, moms will be in for an especially good Mother's Day this year. According to NRF’s 2012 Mother’s Day consumer spending survey conducted by BIGinsight, the average person celebrating the holiday is expected to spend $152.52 on gifts, up from $140.73 last year. Total spending is expected to reach $18.6 billion.
“Despite grappling with high gas prices, Americans will look for sentimental and unique ways to shower mom with affection this year,” said NRF President and CEO Matthew Shay. “As one of the most important holidays of the year, consumers can expect to see a wide range of promotions from mom’s favorite retailers leading up to the big day, including savings on apparel and electronics and even special Mother’s Day menu options at restaurants.”
Not surprisingly, most consumers surveyed (66.4%) said they will buy flowers for mom, spending a total of $2.2 billion, while one-third (32.8%) will treat mom to a new blouse or sweater, spending $1.6 billion on clothing and accessories. Those buying electronics (12.7%) will shell out a total of $1.6 billion on tablets, digital cameras and more, and more than half (54.3%) of all celebrants will treat mom to a nice dinner or brunch, spending $3.4 billion. Additionally, consumers will shell out $1.8 billion on gift cards and $1.3 billion on personal services such as a trip to a day spa.
Department stores will see the most Mother's Day shoppers (35.6% plan to buy gifts there.) Other shoppers will head to discount stores (30.2%), specialty stores including jewelers, florists and electronics stores (36.3%) and specialty clothing stores (8.2%). One-quarter (25.6%) of shoppers will buy their gifts online, up from 21.5% last year.
“While still very mindful of their finances, consumers will open their wallets a little more this year to ensure Mother’s Day is extra special for the women in their lives,” said BIGinsight EVP Phil Rist. “Many will use the opportunity to comparison shop and research products to save a few bucks, utilizing their mobile and tablet devices at home and in stores as they look for gifts and other ways to celebrate.”
Of the 86.5% celebrating Mother’s Day this year, nearly 65% will shop for their mom or stepmom, while others will buy gifts for their wife (22.4%), daughter (10.5%), grandmother (8.2%), sister (8.4%), friend (7.6%) or godmother (2.1%).