According to the National Retail Federation (NRF) "2006 Mother's Day Consumer Intentions and Actions Survey," conducted by BIGresearch, spending for the holiday this year will reach $13.8 billion in the US.
The average consumer plans to spend $122.16 in 2006, up from last year's $104.63, according to the NRF.
"On Mother's Day, moms across the country will reap the benefits of having one of the hardest jobs in the world," said NRF CEO Tracy Mullin. "Regardless of age or income, most people enjoy showering mom with lavish and thoughtful gifts to show their appreciation."
One explanation for such robust spending could be that people are celebrating "all the moms they know" on this special day. The NRF survey showed that shoppers will also be sure to pick up something for their wife (20.7%), daughter (9.1%), grandmother (8.5%), sister (7.0%), friend (7.0%) and other relatives (12.3%).
Not surprisingly, men will spend more than women with the average man expected to drop at least $148.51 on mom, compared to women who are expected to spend $97.72.
Consumers planning to surprise mom with a trip to the spa or a massage will spend a total of $928 million, compared to last year's $644 million. Those planning to splurge on jewelry will spend a total of $2.1 billion compared to $1.7 billion in 2005. Treating mom to a special outing such as brunch or dinner will cost consumers a total of $2.8 billion, up from $2.2 billion last year. Other popular items include flowers, greeting cards, gift certificates or gift cards, electronics or computer related accessories and books and CDs.
Greeting card and gift stores, jewelers, florists and electronics stores will be the favorite place to shop this year for gifts of all kinds, with 38.2% of consumers preferring specialty stores over other places. Online shopping is preferred by 16.9% of Mother's Day shoppers.
For more information on online sales trends, read the new eMarketer report US Retail E-Commerce