A study released by the National Retail Federation and Prosper Insights & Analytics indicates Mother’s Day spending could reach $33.5 billion this year.
It would be the second-highest spending total for Mother’s Day in the study’s history, following last year’s record $35.7 billion spend.
The survey forming the basis for the study indicated that 84% of adults in the United States would celebrate the holiday. On average, celebrants planned to spend $254.04 on Mother’s Day gifts and celebrations. By age, the survey identified that the biggest Mother’s Day spenders as consumers between the ages of 35 and 44, who are budgeting $345.75 on average for the holiday. In all, 59% of those celebrating the holiday are shopping specifically for a mother or stepmother, followed by 22% shopping for a wife and 12% shopping for a daughter.
Additional study findings:
- The most popular Mother’s Day gifts will be flowers and greeting cards, cited by 74% of survey respondents in each case, with plans for special outings such as dinner or brunch coming in next at 59%.
- Consumers will spend a total of $7 billion on jewelry, $5.9 billion on special outings and $3.5 billion on electronics.
- When it comes to where Mother’s Day gift-givers intend to shop, survey respondents were most likely to shop online, at 35%; department stores, at 32%; specialty stores, at 29%; and local or small businesses, at 25%.
NRF President and CEO Matthew Shay said, “Retailers know the significant importance of this day and are ready to help their customers with a wide selection of meaningful gifts for loved ones to show their appreciation.”
