May 05--Americans will splurge on Mother's Day this weekend, planning to spend an average of $173, up $10 from last year.
Jewelry, flowers, gift cards, brunch and apparel will be the tokens of appreciation for mom, according to the National Retail Federation's Mother's Day Spending Survey conducted by Prosper Insights Analytics.
The average of $172.63, or $21.2 billion in total, is the highest amount in the survey's 12-year history.
That's good news for moms -- and retailers.
"We're encouraged by the positive shift we've seen in spending on discretionary and gift items from consumers so far this year, certainly boding well for retailers across all spectrums," NRF CEO Matthew Shay said in a statement.
Here's how that nearly $200 per mom breaks down:
--The majority of consumers, 80 percent, will pick up a greeting card, spending a total of more than $786 million.
More than two-thirds will buy flowers.
More than one-third plan to give clothing.
Families also will surprise mom with a special brunch or activity, totaling $3.8 billion.
Electronic items such as a new smartphone or e-reader, $1.8 billion.
Personal services such as a spa day, $1.5 billion.
Housewares or gardening tools, $890 million.
Books and CDs, $480 million.
Jewelry spending by more than one-third of gift-givers will total a survey-high of $4.3 billion.
More than 2 in 5, 44.2 percent, will give mom a gift card, spending more than $2.2 billion.
Shopping venues include department stores, 33.4 percent; specialty stores, 28.2 percent; and discount stores, 24.8 percent.
And fewer consumers will be shopping online for Mother's Day this year, 25 percent versus 29 percent last year.
Not surprisingly, 18- to 24-year-olds who own smartphones and tablets are most likely to use them to research products and buy gifts, but they aren't the biggest spenders. Those ages 25 to 34 plan to spend the most, an average of $244, compared with the younger cohort's $215.
Nearly a quarter, 23.2 percent, will shop for their wife, and 7.4 percent plan to buy for grandma.
The survey of 6,285 consumers was conducted April 1-9.
gkarp@tribpub.com
