Families this year are ready to splurge on jewelry, flowers, gift cards, brunch, and apparel for dear old mom. According to NRF‰Ûªs 2015 Mother‰Ûªs Day Spending Survey conducted by Prosper Insights & Analytics, Americans will spend an average of $172.63 on mom this year, up nearly $10 from $162.94 last year and the highest amount in survey history. Total spending is expected to reach $21.2 billion.

“We‰Ûªre encouraged by the positive shift we‰Ûªve seen in spending on discretionary and gift items from consumers so far this year, certainly boding well for retailers across all spectrums who are planning to promote Mother‰Ûªs Day specials, including home improvement, jewelry, apparel and other specialty retailers as well as restaurants,‰Û said NRF President and CEO Matthew Shay.

When it comes to gifts, the majority of consumers will pick up a greeting card for mom (80%), spending more than $786 million, and more than two-thirds (67.2%) of those celebrating will buy flowers, to the tune of $2.4 billion. Shoppers also plan on gifting apparel and clothing items (35.8%), spending more than $1.9 billion, up from $1.7 billion last year.

Families will also surprise mom with a special brunch or activity ($3.8 billion), electronic items like 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) and books and CDs ($480 million).

Looking for a ‰Û÷wow‰Ûª from mom, 34.2% of Mother‰Ûªs Day shoppers are planning to splurge on jewelry, spending a survey high of $4.3 billion for the special day, up from 31.7% and $3.6 billion last year.

Many people know that a gift card could go a long way: Two in five (44.2%) will give mom a gift card, spending more than $2.2 billion.

‰ÛÏMother‰Ûªs Day is extremely unique and personal for millions of consumers, and families this year will look for different ways to enjoy their time with mom,‰Û said Prosper‰Ûªs Principal Analyst Pam Goodfellow. ‰ÛÏWhile some will splurge, others will search high and low for the perfect, practical gift, knowing that she likes any gift that comes from the heart.”

Most shoppers will head to department stores (33.4%), while others will shop at specialty stores (28.2%) or discount stores (24.8%). With shoppers ready to get out of the house after a long winter, fewer shoppers will be shopping online this year (25% vs. 29% last year.)

The survey shows that 18- to 24-year-olds who own smartphones and tablets are most likely to use these devices to research products and compare prices for gifts (46%), and are most likely to use their tablets to purchase a gift (30.2%) ‰ÛÒ but this age group won‰Ûªt necessarily be the biggest spenders compared to other age groups: 25- to 34-year-olds plan to spend the most on mom, at an average of $244.32; 18- to 24-year-olds will spend an average of $214.81.

The majority of shoppers plan to buy for their mother or stepmother (62.5%), while 23.2% will shop for their wife, 9.8% will shop for their daughter, 8.9% will shop for their sister and 7.4% plan to splurge on their grandmother.

It’s good to know that 26% of U.S. adults celebrated Mother’s Day at a restaurant, according to AudienceSCAN. Those who treated mom to a meal also love traveling across the country, Aerobics/Pilates/Yoga, and running/jogging. A nice day at the winery could be in store for mothers this year, since 20.5% visited a vineyard in the past year. Daily deals are a great way to entice mother’s day shoppers: 32% saw one and took action in the past 30 days!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.