Mother’s Day Spending Expected to Scale Down

Many consumers are planning to scale back on the quantity of gifts they buy for Mother’s Day, according to the National Retail Federation (NRF). In addition, consumers are expected to spend slightly less on average this year than last year, according to results from NRF’s 2008 Mother’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch. Total consumer spending is expected to reach $15.8 billion, with the average consumer spending $138.63 this year compared to $139.14 last year.

Of the 84.2 percent of consumers celebrating Mother’s Day, the majority will invest in one major gift for mom, instead of several smaller gifts, the NRF said. Popular items include greeting cards (84 percent); flowers (66.9 percent); a special outing, such as dinner or brunch (55.8 percent); gift certificates/gift cards (37.9 percent) and clothing (33.8 percent).

Consumers will shell out nearly $3 billion on special dinners or brunches, $2.7 billion on jewelry, $2 billion on flowers and $1.58 billion on gift certificates/gift cards. About $672 million is expected to be spent on Mother’s Day greeting cards.

Young adults aged 18-24, many of whom have wives, mothers, mother-in-laws, grandmothers and sisters, will spend the most at an average of $170.71, according to NRF. Consumers 25-34 years old will spend an average of $153.17, followed by those 35-44 years old who will spend an average of $145.86.

“Consumers will be very cautious with their wallets this Mother’s Day, heeding mom’s advice that she really doesn’t need much,” said Phil Rist, BIGresearch vice president of strategy. “Gas prices and other economic issues will still be at the forefront of people’s minds as they shop around for the perfect gift for mom.”

BIGresearch polled 8,180 consumers from April 1-8 on behalf of NRF.