According to NRF’s 2009 Mother’s Day Consumer Intentions and Actions
Survey, conducted by BIGresearch, Americans will spend an average of
$123.89 per person, compared to last year’s $138.63. Total Mother’s Day
spending is expected to reach $14.10 billion, which is slightly more
than Easter.
Of the four in five Americans (83.3 per cent) who will celebrate
Mother’s Day, the majority will focus on the women with whom they are
closest. Most people (62.4 per cent) will purchase gifts for their
mother/stepmother or wife (21.7 per cent) and scale back on gifts for
daughters (8.8 per cent vs. 9.4 per cent in 2008), friends (6.8 per
cent vs. 7.1 per cent in 2008) and godmothers (1.6 per cent vs. 2.1 per
cent in 2008) in order to save some money.
The majority of people (66.8 per cent) will buy flowers for mom,
spending a total of $1.9 billion on those purchases. Slightly more than
half (54.8 per cent) will treat mom to a special outing such as dinner
or brunch, for a total of $2.7 billion. People will also spend $2.3
billion on jewelry, $1.5 billion on gift cards, $1.2 billion on
clothing or clothing accessories, and $1.1 million on personal services
such as a day at the spa. In addition, consumers will spend $857
million on electronics or computer-related accessories, $587 million on
housewares and gardening tools, and $487 million on books or CDs.
In the search for the best bargains, one-third (30.2 per cent) of
Mother’s Day shoppers will purchase mom’s gift from discount stores,
while 27.2 percent will search out their favorite department store.
Others will head to specialty stores like florists, gift stores and
electronics stores (33.0 per cent) and specialty clothing stores (5.5
per cent). As evidence that the internet continues to play an important
role in the way people shop, 18.2 per cent will shop online.
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