NRF: Mother’s Day Spending to Rise 11% This Year

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Mother’s-Day-2013Washington–“A father may turn his back on his child, brothers and sisters may become inveterate enemies, husbands may desert their wives, wives their husbands. But a mother’s love endures through all.”

Author Washington Irving once said that about mothers and it still fits. As Mother’s Day, this year, Sunday, May 12, approaches, moms will be recognized for their devotion with some lovely gifts. According to the National Retail Federation (NRF)’s Mother’s Day spending survey conducted by BIGinsight, mothers will be getting even more rewards this year. Consumers plan to spend an average of $168.94 on mom—that’s an 11% increase over last year’s $152.52. Total spending is expected to reach $20.7 billion.*

“It’s clear that Americans this year want to honor the woman with the hardest job in the world with unique and special gifts this Mother’s Day,” said NRF President and CEO Matthew Shay.”After a long winter that kept many from splurging on any new spring merchandise, retailers are looking forward to opening their doors and surprising shoppers with promotions that are perfect for any gardener, host, fashionista or tech-savvy mom.”

While traditional gifts such as flowers, apparel, and gift cards will still be popular, many consumers will stretch their budget a little further this year and treat mom to that tablet, smartphone or sparkly necklace she’s had her eye on. The survey found 14.1% – the highest in the survey’s history–of shoppers this Mother’s Day will spend more than $2.3 billion on electronics, up from $1.6 billion last year. But even more popular as a gift will be jewelry: more than one-third (34.4%) of gift givers plan to buy jewelry, spending a total of $4.2 billion, up from $3.7 billion last year.

More Consumers to Shop for Mom at Department Stores

Additionally, gift givers will splurge on a special outing, such as brunch or dinner ($3.5 billion), flowers ($2.3 billion), gift cards ($2.0 billion), clothing or clothing accessories ($1.7 billion), and personal service gifts, such as a day at the spa ($1.5 billion).

When it comes to where people will shop, the survey found 34.4% of gift buyers will shop at a department store. Other shoppers will head to discount stores (29.1%), specialty stores including jewelers, florists and electronics stores (36.6%) and specialty apparel stores (8.9%). Nearly three in 10 (28.5%) Americans will buy their gifts online, up from 25.6% last year and the highest in the survey’s 10-year history.

In addition to celebrating “mom,” Americans will buy Mother’s Day gifts for other women in their life, including their wife (23.6%), daughter (10.5%), grandmother (8.5%) and sister (8.2%). However, most will buy for their mother or stepmother (65.2%).

“Budgetary constraints will keep many families on the lookout for the perfect group gift, like a new tablet or smartphone, or even that cashmere sweater they know mom has had her eye on,” said BIGinsight Consumer Insights Director Pam Goodfellow. “This year, there’s no question mom will blush over the outpouring of admiration her family and friends want to bestow upon her.”

About the Survey

The NRF 2013 Mother’s Day consumer spending survey was designed to gauge consumer behavior and shopping trends related to the Mother’s Day holiday. The survey was conducted for NRF by BIGinsight. The poll of 4,912 consumers was conducted from April 2 to 9. The consumer poll has a margin of error of plus or minus 1.4 percentage points.

*Total spending is extrapolation of U.S. population 18+



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