Washington, D.C. Americans plan to spend less on Motherâ€™s Day this year due to the struggling economy, according to the National Retail Federationâ€™s 2009 Motherâ€™s Day Consumer Intentions and Actions Survey, conducted by BIGresearch.
The survey reported that consumers plan to spend, on average, $123.89 per person, compared with $138.63 last year. Total Motherâ€™s Day spending is expected to reach $14.10 billion, which is slightly more than Easter.
Based on the four-in-five Americans (83.3%) who will celebrate Motherâ€™s Day, the majority will focus on the women with whom they are closest. Most people (62.4%) will purchase gifts for their mother/stepmother or wife (21.7%). They plan to scale back on gifts for daughters (8.8% vs. 9.4% in 2008), friends (6.8% vs. 7.1% in 2008) and godmothers (1.6% vs. 2.1% in 2008) in order to save some money.
The majority of consumers (66.8%) will buy flowers for mom, spending a total of $1.9 billion on those purchases. Slightly more than half (54.8%) will treat mom to a special outing, such as dinner or brunch. These overall excursions are expected to total $2.7 billion. People will also spend $2.3 billion on jewelry; $1.5 billion on gift cards; $1.2 billion on clothing or accessories and $1.1 million on personal services, such as spa visits.
In the search for the best bargains, 30.2% of Motherâ€™s Day shoppers will purchase momâ€™s gift from discount stores, while 27.2% will choose presents from her favorite department store.