According to National Retail Federation’s 2011 Mother’s Day Consumer Intentions and Actions survey, conducted by BIGresearch, the average person celebrating the holiday expects to spend $140.73 on gifts, up from $126.90 last year. Total spending is expected to reach $16.3 billion.
Nearly two-thirds (64.9%) of consumers will buy mom flowers ($1.9 billion total). More than half (54.7%) of all celebrants will treat mom to a nice dinner or brunch, spending a total of $3.1 billion. One-third (31.8%) of Americans will buy mom clothing or accessories ($1.3 billion total).
When it comes to where consumers will make their purchases, the survey found nearly one-third (32%) of people 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%).