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According to NRF’s 2011 Mother’s Day Consumer Intentions and Actions survey, conducted by BIGresearch, the average person celebrating the holiday is expected to spend $140.73 on gifts, up from $126.90 last year, and a return to 2008 spending levels. Total spending is expected to reach $16.3 billion.
“This Mother’s Day, the woman who often puts herself last is being put first,” said NRF president and CEO Matthew Shay. “Americans are in a much better position to spend this year and will push the daily stresses of high gas and food costs aside for one day to celebrate the most important women in the world to them.”
Sales of flowers continue to slump, however. In 2007, an average of $27.59 was spent on flowers for mom. This number has incrementally decreased over the years. This year, the average amount spent is projected to be $25.67.
The percent of consumers buying flowers also continues to decline. In 2007, 72.4 percent of respondents indicated they would be buying flowers for the holiday. For 2011, 64.9 percent said they intend to purchase flowers.
Sales of housewares or gardening tools have fared better. For 2011, 18.6 percent of consumers said they would be purchasing items in this category, spending an average of $34.63. These numbers are at the same level as those reported back in 2007.