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NRF: Mother’s Day spending outlook is strong; here’s how it breaks down

Mother’s Day spending is expected to decline slightly this year, but will still remain near record levels.

Spending should hit a near-record $23.1 billion this year, according to the annual survey by the NRF and Prosper Insights & Analytics. A total of 86% of Americans will celebrate Mother’s Day and spend an average of $180 per person, the survey revealed.

The expected spending would be second only to last year’s $23.6 billion, the highest in the 15-year history of the survey at an average $186 per person.

According to the 2018 survey, consumers plan to spend $4.6 billion on jewelry (purchased by 34% of shoppers), $4.4 billion on special outings such as dinner or brunch (55%) and $2.6 billion on flowers (69%).

In addition, $2.5 billion will be spent on gift cards (45%), $2.1 billion on clothing (36%), $2.1 billion on consumer electronics (14%) and $1.8 billion on personal services such as a spa day (24%).

Another $956 million will be spent on housewares or gardening tools, $813 million on greeting cards and $494 million on books or music.

When searching for gifts, 35% of consumers will head to department stores and 31% will shop online, while 29% plan to shop at specialty stores such as florists, jewelers or electronics stores. Meanwhile, 23% plan to shop at a local small business, 22% at discount stores and 10% at specialty clothing stores.

“Mother’s Day continues to be a holiday close to the heart of many Americans and this year is no different,” Prosper Insights executive VP of strategy Phil Rist said. “Those between 35 and 44 years old are planning to spend the most this season, while younger consumers are the most likely to put their online shopping skills to good use to find inspiration for the perfect gift for mom.”
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