NRF: Shoppers to spend more on Mother’s Day this year

Washington, D.C. Consumers are expected to spend $14.6 billion on gifts for Mother’s Day this year, according to The National Retail Federation.

NRF said its 2010 Mother’s Day Consumer Intentions and Actions Survey showed the average person plans to spend $126.90 on Mother’s Day gifts, which is up from $123.89 last year.

Billions will be spent at restaurants and on clothing, jewelry and flowers, with the majority -- 65.2% -- buying flowers, totaling nearly $2 billion, the organization said.

“Even with slight improvements in the economy, consumers are still looking for unique, sentimental and inexpensive ways to show mom that she is important,” said Tracy Mullin, president and CEO of the NRF.

Nearly 52% of the survey’s respondents will treat mom to brunch or dinner, while only 26% will get jewelry. Nearly 31% of consumers will shop for mom at department stores, up from more than 27% last year, while nearly 34% will shop at specialty stores ad 30% at discount stores.

Men will spend the most this year, shelling out an average of $154.74, compared with women, who plan to spend an average of $100.46.