2011 Mother's Day Spending to Increase, Return to 2008 Spending Levels

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Mom may not expect much for Mother’s Day, but this year, her loved ones are fully intent on pampering her with some of the finer things in life. According to NRF’s 2011 Mother’s Day Consumer Intentions and Actions survey, the average person celebrating Mother's Day this year is expected to spend $140.73 on gifts, up from $126.90 in 2010, and a return to 2008 spending levels. Total spending is expected to reach $16.3 billion.

This Mother’s Day, the woman who often puts herself last is being put first,” said NRF President and CEO Matthew Shay. “Americans are in a much better position to spend this year and will push the daily stresses of high gas and food costs aside for one day to celebrate the most important women in the world to them.”

This year, husbands and sons across the country plan to spoil mom a bit, as more indulgent gifts will prove the most popular. According to the survey the number of people who plan on buying electronics (13.3%) will rise 48% from 2010 (9.0%) – and they’re spending more, too. Those buying electronics will shell out $94.91 on smartphones, cameras and even tablet devices, up eight percent from $87.70 last year.  Jewelry will also be a popular gift option for mom, with 31.2% of celebrants planning to buy mom silver, gold or diamonds, up 19% from last year. Total spending on jewelry is expected to reach $3.0 billion.

Restaurants and other businesses will also benefit from the billions of dollars that come in for one of the biggest holidays of the year. More than half (54.7%) of all celebrants will treat mom to a nice dinner or brunch, spending a total of $3.1 billion. Additionally, one-third (31.8%) of Americans will buy mom clothing or accessories ($1.3 billion total) and nearly two-thirds (64.9%) will buy mom flowers ($1.9 billion). Consumers will also shell out $1.6 billion on gift cards and $1.2 billion on personal services such as a trip to a day spa.

When it comes to where people will shop, the survey found nearly one-third (32.0%) of gift buyers will shop at a department store, the most in the survey’s history. Others will shop at discounters (29.6%), specialty stores including jewelers, florists and electronics stores (31.8%), online (21.5%) or at a specialty clothing store (7.1%).

Of the 83.1%t celebrating Mother’s Day this year, most will shop for their mom (59.9%), while others will buy gifts for their wife (19.6%), daughter (9.6%), grandmother (8.0%), sister (8.4%), friend (7.3%) or godmother (1.8%).

Whether it’s a special meal at her favorite restaurant or a new smartphone, families want to indulge mom this year,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “As we’ve seen throughout the year, Americans will find ways to save money while at the same time splurging on the perfect gift for all the moms in their lives.”

Men will spend an average of $168.84 on the women in their life this Mother’s Day, compared to $114.01 women will spend. Additionally, adults 25–34 years old will spend the most ($191.35), followed by 18–24 year olds ($183.38) and 35–44 year olds ($155.97).

[Source:  "2011 Mother’s Day Consumer Intentions and Actions survey."  National Retail Foundation (NRF)/BIGresearch.  28 Apr. 2011.  Web.  28 Apr. 2011.]