Survey sees rise in Mother’s Day spending

New York City More than nine of 10 consumers (93%) plan to celebrate Mother's Day, with total spending estimated to reach $15 billion, according to the annual Brand Keys Mother's Day survey.

Celebrants intend to spend an average of $142.00 this year, up 5% from 2009. Men, following a long-time pattern, intend to spend more than women, reporting an anticipated average "spend" of $168. Women reported an anticipated spend of $116.

"Consumers feel a bit better about the economy, so mom isn't getting shortchanged this year," noted Robert Passikoff, Brand Keys founder and president. "Consumers have been shopping smarter and looking for bargains, but gifts this year will likely be a bit more substantial than they have been in the past two years."

According to the survey, the largest increases in gift categories were in jewelry (+7%), spa services and clothing (both +4%), all areas that consumers had cut back in recent years.

"Also, the fact that more consumers are returning to specialty and department stores to shop for mom are welcome signs that consumers are feeling better about the economy,” noted Passikoff.