Notes: The NRF finds that the average celebrant will spend $163 on gifts for Mother’s Day (Sunday, May 11) this year, equating to a total spend of $19.9 billion, down slightly from $169 and $20.7 billion, respectively, last year. (A separate survey from BrandKeys [pdf] has a slightly lower total spending estimate ofÂ nearlyÂ $19 billion.) Greeting cards (81.3%) and flowers (66.6%) will beÂ the most popular gift choices, per the NRF, while specialty stores (33.5%) and department stores (32.4%) are the most popular shopping destinations. As with last year, 25-34-year-olds are projected to spend the most ($216.53) on Mother’s Day gifts.
About the Data: The survey was conducted for NRF by Prosper Insights & Analytics. The poll of 6,535 consumers was conducted from April 1-8, 2014. The consumer poll has a margin of error of plus or minus 1.2 percentage points.
Related: Other pieces of research surrounding Mother’s Day have been released by the following sources (click on the link to access the research):