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Men intend to spend more than women this year on Mother’s Day, reporting an anticipated average “spend” of $170 compared with women’s $110, according to a Brand Keys survey.

The survey, part of the Customer Loyalty Engagement Index, asked 1,200 men and women (age 18-65) how they were planning to celebrate Mother’s Day.

Cards were the most popular gift, cited by 95% of respondents, followed by flowers and a special celebratory meal. Anticipated spend on meals, cards, and electronics were are all up 5% from last year.

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Half of respondents indicated that they intend to connect with Mom via telephone – comprising of 60% men and 40% women.

  • 35% will visit her personally (40% of men, 30% women).
  • 10% will send cards (equally men and women).
  • 5% will connect online (4% men, 6% women).

Due to increased gas prices and subsequently fewer occasions of ancillary driving to shop, there will be more consumers shopping online (+6%), causing a decrease in intended spend in specialty stores (-4%) and department stores (-4%), the survey found.

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