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Mother’s Day Apparel Spending to Top $1.9 Billion This Year

U.S. consumers intend to spend more this year on Mother’s Day gifts this year, according to a survey of almost 6,300 adults conducted by Prosper Insights and Analytics for the National Retail Federation (NRF).

Americans will spend an average of about $173 on mom this year, up nearly 6 percent from last year and the highest amount in the survey’s 12-year history. Total spending is expected to exceed $20 billion.

“We’re encouraged by the positive shift we’ve seen in spending on discretionary and gift items from consumers so far this year, certainly boding well for retailers across all spectrums who are planning to promote Mother’s Day,” said NRF president and CEO Matthew Shay.

When it comes to gifts, the majority of consumers (80 percent), will pick up a greeting card for mom, spending about $800 million on them. More than two-thirds (67.2%) of those celebrating will buy flowers, to the tune of $2.4 billion. The biggest expected spending category is jewelry, on which consumers are expected to spend a whopping $4.3 billion this year, up from $3.6 billion in 2014.

More than a third of Mother’s Day shoppers plan to gift apparel and clothing items, and are expecting to spend $1.9 billion, up from $1.7 billion last year.

Families will also surprise mom with a special brunch or activity ($3.8 billion), electronic items like a new smartphone or e-reader ($1.8 billion), or personal services such as a spa day ($1.5 billion).

Many are opting for the gift that keeps on giving: More than 40 percent will give mom a gift card, spending more than $2.2 billion.

“Mother’s Day is extremely unique and personal for millions of consumers, and families this year will look for different ways to enjoy their time with mom,” said Prosper’s Principal Analyst Pam Goodfellow. “While some will splurge, others will search high and low for the perfect, practical gift, knowing that she likes any gift that comes from the heart.”

Most shoppers will head to department stores (33.4%), while others will shop at specialty stores (28.2%) or discount stores (24.8%). With shoppers ready to get out of the house after a long winter, fewer will be shopping online this year (25 percent vs. 29 percent last year.) However, online shoppers plan to spend an average $252—higher than the typical Mother’s Day shopper—and more than four in 10 plan to use their smartphones to research products and compare prices.

The biggest spenders on mom will be 25- to 34-year-olds, who plan to spend an average of $244.32.