Americans are expected to spend an average of $173 on Mother’s Day this year, up almost $10 (6%) from last year’s total and the highest figure in the survey’s 12-year history, according to the latest survey from the NRF conducted by Prosper Insights & Analytics. Total spending is projected to reach $21.2 billion, representing a 6.6% rise from last year’s $19.9 billion. The survey finds greeting cards to be the most popular planned gift (with 80% planning a purchase), followed by flowers (67.2%) and special outings (54.2%).
Department stores (33.4%) top the list of shopping destinations, ahead of specialty stores (28.2%), online (25%) and discount stores (24.8%).
Other research also supports growing spend this year, though to different degrees.
IBISWorld expects average household spending to be $169.21, a 3.8% increase from last year, with total spending reaching $20.8 billion, a modest 1.7% year-over-year increase. Total spending will be highest for special outings ($4 billion), though the largest year-over-year growth in spending is projected to be for flowers (+4.2% to $2.5 billion).
Like IBISWorld, Brand Keys comes to a total spending figures to that of the NRF, with total spending predicted to reach almost $20 billion. The average per-celebrant spend in Brand Keys’ survey is $193, representing a 5% increase from 2014’s average. As with the NRF survey, men are expected to significantly outpace women in spending, with cards (95%), brunch/lunch/dinner (88%) and flowers (86%) emerging as the most popular gifts. The largest increase in gift popularity this year is for meal occasions, up 8% year-over-year in planned purchases.
That’s good news for restaurants, and the National Restaurant Association (NRA) itself finds that 45% of Americans will eat out (38%) or order restaurant takeout or delivery (7%) this Sunday. Households with older children (over the age of 13) are the most likely to eat out, with 45% planning to do so.
About the Data: The NRF 2015 Mother’s Day Consumer Spending Survey was conducted for NRF by Prosper Insights & Analytics. The poll of 6,285 consumers was conducted April 1-9, 2015. The consumer poll has a margin of error of plus or minus 1.3 percentage points.
The Brand Keys results are based on a survey of 6,000 men and women, ages 18-65, who were asked if and how they were planning to celebrate Mother’s Day.
The NRA’s online survey of 1,009 adults was conducted April 27-29, 2015, by ORC International on its behalf.