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Mom second only to winter holidays, according to NRF survey
by Tribune Staff
May 06, 2010 | 852 views | 0 0 comments | 10 10 recommendations | email to a friend | print
WASHINGTON – Having spent slightly more on Valentine’s Day, Easter and even St. Patrick’s Day this year, consumers are continuing the trend and will spend a little bit more on mom, according to the National Retail Federation (NRF). Behind the winter holidays (Christmas, Hanukah and Kwanza), Mother’s Day is the second largest U.S. consumer spending holiday.

The NRF’s 2010 Mother’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, found the average person will spend about $126.90 on Mother’s Day gifts, compared to $123.89 last year. Total spending is expected to reach $14.6 billion.

As one of the biggest holidays of the year, billions will be spent at restaurants or on clothing, jewelry and flowers. Nearly 65.2 percent of celebrants will buy flowers, totaling $1.9 billion. An additional 51.8 percent will treat mom to a brunch or dinner, spending $2.9 billion on mom’s favorite food. Jewelers will also see some traffic this year with 26.2 percent of people planning on buying a special bracelet or earring set, totaling $2.5 billion. Others will buy clothing or clothing accessories ($1.3 billion), gift certificates ($1.5 billion), personal service such as a day at the spa ($933 million), consumer electronics ($906 million) and greeting cards ($671 million). 

“For some, mom is the glue that holds the family together,” said Phil Rist, executive vice president for Strategic Initiatives, BIGresearch. “After a few years of cutting back on their discretionary spending, consumers will open up their wallets a little bit more to celebrate the woman with the most important job in the world.”

Marking a noticeable shift in where people will buy Mother’s Day gifts this year, 30.6 percent will head to department stores, compared to 27.2 percent in 2009. Specialty stores such as florists or jewelers will see the most traffic, however, at 33.6 percent. Others will shop at a discount store (30.4 percent), online (19.7 percent), specialty clothing store (6.2 percent) or catalog (2.5 percent).

Of the 83.3 percent of Americans celebrating the holiday this year, most will focus on buying a gift for their mom or stepmom (62.6 percent) or wife (20.6 percent). Others will treat their daughter (9.4 percent), grandmother (7.9 percent), sister (7.6 percent), friend (6.8 percent) or godmother (1.7 percent) to something nice.

Men will spend much more than women on Mother’s Day, spending an average of $154.74, compared to women who will spend an average of $100.46. Adults 25-34 years old will spend the most with the average person expected to spend $156.84; young adults will spend only slightly less at $155.52 average per person.
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