The NRF's 2011 Mother's Day Consumer Intentions and Actions survey, conducted by BIGresearch, forecasts that the average person celebrating the holiday is expected to spend $140.73 on gifts, up nearly 11% from $126.90 last year. It is also a return to 2008 spending levels. Total spending is expected to reach $16.3 billion this year.
According to the survey the number of people who plan on buying electronics (13.3%) will rise 48% from last year (9.0%). Those buying electronics will shell out $94.91 on smartphones, cameras and tablets. 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.
More than half (54.7%) of all celebrants will treat mom to a 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.
Of the 83.1% 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%).
Image: NRF
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