What's in Store for Mother's Day...

NRF: Mother's Day spend up, jewelers high on list

Retrieved from The National Jeweler Network website.


April 20, 2010
Washington--Step aside, discounters and apparel sellers. Specialty stores such as jewelers and florists will be hot spots for Mother's Day shopping this year, finds a new National Retail Federation (NRF) consumer survey which also predicts that the average shopper will spend more on mom than in 2009.

Consumers, who have spent slightly more on Valentine's Day, Easter and even St. Patrick's Day this year, are now preparing to spend, collectively, billions of dollars on their mothers, stepmothers, grandmothers and other ladies in their lives, according to NRF's 2010 Mother's Day Consumer Intentions and Actions Survey. Conducted by BIGresearch, the survey found that the average person will shell out $126.90 on Mother's Day gifts, compared to $123.89 last year.
Mother's Day, which falls on May 9 this year, is behind only the winter holidays, such as Christmas and Hanukkah, when it comes to consumer spending.

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"For some, mom is the glue that holds the family together," said Phil Rist, executive vice president, strategic initiatives for BIGresearch. "After a few years of cutting back on their discretionary spending, consumers will open up their wallets a little bit more to celebrate the woman with the most important job in the world."

Nearly two-thirds of holiday celebrants (65.2 percent) will buy flowers, to the tune of $1.9 billion, the NRF says. An additional 51.8 percent will treat their mothers to a brunch or dinner, spending $2.9 billion. Jewelers will also see some traffic this year, the survey finds, with 26.2 percent of people planning on buying a special bracelet or earring set, with the combined purchases totaling $2.5 billion, the survey said. Others will say thanks to mom with purchases of clothing or clothing accessories ($1.3 billion), gift certificates ($1.5 billion), personal services such as a day at the spa ($933 million), consumer electronics ($906 million) and greeting cards ($671 million).

The survey predicts that specialty stores, such as florists and jewelers, will see the most traffic, with 33.6 percent of consumers saying they will head to such a store to shop for the holiday, according to the NRF release.


















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An additional one third of consumers (30.6 percent) will head to department stores, compared to 27.2 percent last year. Another 30.4 percent will shop at a discount store, 19.7 percent will shop online, 6.2 percent will head to a specialty clothing store, and 2.5 percent will shop from a catalog.

Of the 83.3 percent of Americans celebrating the holiday this year, 62.6 percent will focus on buying a gift for their mom or stepmom, or their wife (20.6 percent). Others will treat their daughters (9.4 percent), grandmother (7.9 percent), sister (7.6 percent), friend (6.8 percent) or godmother (1.7 percent) to something nice.

Men will spend much more than women on Mother's Day, shelling out an average of $154.74, compared to women who will spend an average of $100.46. Adults between the ages of 25 to 34 will spend the most, with the average person in this age group expected to spend $156.84.

Young adults will spend only slightly less, at an average of $155.52 per person, the survey found.

The survey was conducted for NRF by BIGresearch and included a poll of 8,197 consumers who were queried between April 6-13, 2010.