Mother’s Day: Third Largest Holiday for Consumer Spending

By Christina O’Flaherty

When it comes to showing mom we love her, families choose many forms of affection. From flowers, greeting cards and jewelry to housewares, electronics and special events, there are countless ways of giving thanks—and most consumers are doing it with their wallets.

Eighty-four percent of Americans said they planned on celebrating Mother’s Day, with a whopping average of $172 being spent individually per mom, according to the National Retail Federation’s 2016 Mother’s Day annual survey. Total spending is expected to reach $21.4 billion.

“It’s clear that Americans want to honor their mothers this Mother’s Day,” NRF President and CEO Matthew Shay said. “Whether it’s a special meal at her favorite restaurant, jewelry or a new smartphone, families are planning to indulge mom again this year.”

After winter holidays and back to school buying, Mother’s Day is the next largest holiday when it comes to consumer spending. Knowing the trends for Mother’s Day can help retailers and manufacturers prepare for this year’s potentially large sales window.

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What Americans Plan to Gift on Mother’s Day 2016 (NRF)
Greeting Cards – 78%
Flowers – 66.5%
Special Outing – 55%
Gift Cards – 43%
Clothing – 35%
Jewelry – 35%
Personal Service – 22.5%
Books or CDs – 19.5%
Housewares/ Gardening Tools – 19%
Electronics/ Computer Related Accessories – 14%
Other – 24%

But what does mom say she really desires for her special day? MediaPost Engage:Moms asked more than 500 moms with children under the age of 18 to choose from a list of 15 popular Mother’s Day gift ideas. The greatest number of respondents—20 percent of moms—preferred handmade gifts, followed by a day off (12 percent). Lowest on the list: candy, jewelry and breakfast in bed.

No matter what mom gets this year, chances are, consumers will be buying it. Are you primed to capture their sales? If you haven’t already, consider adding some popular categories—like greeting cards and gift cards—to help attract their attention.

Have some last-minute shopping to do for mom? Head to The Atlanta Spring Immediate Delivery Show® Tuesday, May 3 – Thursday, May 5 at AmericasMart.

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