shutterstock_179494652 mother's day

Mother’s Day spending this year is expected to account for the day’s highest consumer spending to date, according to the annual survey released today by the National Retail Federation.

Spending is expected to deliver a record total of $25 billion this year, up from $23.1 billion in 2018. The survey found that 84 percent of U.S. adults plan to celebrate their mothers and other women in their lives.

“Mother’s Day spending has been growing consistently over the past several years, and this year’s spending is expected to be the highest in the 16-year history of our survey,” said Matthew Shay, president and chief executive officer of the NRF. “Consumers are excited to celebrate all the moms in their lives, and retailers are ready to inspire consumers with unique gift options.”

Those celebrating look to spend an average of $196 compared with $180 in 2018. Consumers ages 35 to 44 are likely to spend the most at an average $248, up from $224, and men are likely to spend more than women at $237 compared with $158.

Newer gift giving options such as special outings and gift cards are growing, in addition to more traditional gifts such as flowers, greeting cards and jewelry. Increased spending on jewelry represents 31 percent of the expected increase over 2018.

The top gift categories (in percent planning to purchase), in order, are greeting cards, flowers, special outings, gift card certificates, clothing or accessories, jewelry, personal services, housewares or gardening tools, books or CDs, and consumer electronics.

Some 38 percent are expected to purchase clothing and accessories, according to the survey. The expected average per person spending is $18.07, with an expected total spending of $2.3 billion. Some 35 percent are expected to purchase jewelry. The average per person spending is $40.87, accounting for $5.2 billion in expected total spending — the highest figure of all the categories.

Flowers are expected to drum up $2.6 billion in expected total spending. Gift cards are also expected to generate total spending of $2.6 billion, while total expected spending for consumer electronics is $2.2 billion.

Of those surveyed, 44 percent said the most important factor when choosing a Mother’s Day gift is finding something unique, followed by one that creates a special memory (39 percent). Some 81 percent said they will look to retailers for inspiration.

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