According to the National Retail Federation’s annual survey conducted by Prosper Insights and Analytics, U.S. consumers are expected to spend an average of $172.22, down slightly from last year’s record-high $172.63.
Total spending is expected to reach $21.4 billion, with 84.4 percent of consumers surveyed celebrating the holiday.
“It’s clear that Americans want to honor their mothers this Mother’s Day,” NRF President and CEO Matthew Shay said. “Whether it’s a special meal at her favorite restaurant, jewelry or a new smartphone, families are planning to indulge mom again this year.”
According to the survey, consumers plan to spend $4.2 billion on jewelry (given by 35.3 percent of shoppers), $4.1 billion on special outings such as dinner or brunch (given by 55.2 percent), $2.4 billion on flowers (66.5 percent), $2.2 billion on gift cards (43.2 percent), $1.9 billion respectively on clothing (35.4 percent) and consumer electronics (13.8 percent) and $1.6 billion on personal services, like a day at the spa (22.5 percent). Greeting cards are the most commonly purchased gift at 78.4 percent of those surveyed but account for only $792 million of the projected spending.
Consumers were asked for the first time about “gifts of experience” such as tickets to a concert or sporting event. According to the survey, 24.2 percent want to receive such a gift and 22.3 percent plan to give it.
“Mother’s Day is the time when millions of Americans find special ways to express their love and gratitude for mom,” Prosper Principal Analyst Pam Goodfellow said. “While many will spend a little more than usual to pamper her, some consumers will provide unique experience gifts for the entire family to enjoy together.”
When searching for the perfect gift, 33 percent of consumers will head to department stores and 28.7 percent will shop at specialty stores, while 23.1 percent plan to shop at a local small business. But not everyone will make it to a store: 27.3 percent will shop online, up from 25 percent last year. Among smartphone owners, 29.6 percent will research gift ideas on their phones while 15.5 percent will use them to make a purchase.
The survey of 7,000 consumers was conducted April 5-13 and has a margin of error of plus or minus 1.2 percentage points.