NRF: Mother's Day Spending to Reach $14.6 Billion
April 21, 2010
The National Retail Federation's (NRF) 2010 Mother’s Day Consumer Intentions and Actions Survey revealed that total spending for Mother's Day this year is expected to reach $14.6 billion. Behind the winter holidays, Mother’s Day is the second largest U.S. consumer spending holiday. Having spent slightly more on Valentine’s Day, Easter and even St. Patrick’s Day this year, consumers are continuing the trend and will spend a little bit more on Mother's Day as well. The survey, which was conducted by BIGresearch and polled 8,197 consumers, found that the average person will spend $126.90 on Mother’s Day gifts, compared to $123.89 last year.
Nearly two-thirds (65.2 percent) of celebrants will buy flowers, totaling $1.9 billion, while an additional 51.8 percent will treat mom to a brunch or dinner, spending $2.9 billion. Jewelers will also see some traffic this year, with 26.2 percent of people planning on buying a special bracelet or earring set, totaling $2.5 billion. Others will buy clothing or clothing accessories ($1.3 billion), gift certificates ($1.5 billion), personal service—such as a day at the spa—($933 million), consumer electronics ($906 million) and greeting cards ($671 million).
Marking a noticeable shift in where people will buy Mother’s Day gifts this year, one-third (30.6 percent) will head to department stores, compared to 27.2 percent last year. Specialty stores, such as florists or jewelers, will see the most traffic (33.6 percent). Others will shop at a discount store (30.4 percent), online (19.7 percent), specialty clothing store (6.2 percent) or catalog (2.5 percent).
Of the 83.3 percent of Americans celebrating the holiday this year, most will focus on buying a gift for their mom or stepmom (62.6 percent), or wife (20.6 percent). Others will treat their daughter (9.4 percent), grandmother (7.9 percent), sister (7.6 percent), friend (6.8 percent) or godmother (1.7 percent).
Men will spend more than women on Mother’s Day, shelling out an average of $154.74, compared to women who will spend an average of $100.46. Adults ages 25- to 34-years-old will spend the most, with the average person expected to spend $156.84. Young adults will spend only slightly less at $155.52 average per person.
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