Survey: Mother’s Day spending expected to rise 10%

New York -- Survey results released Wednesday by Brand Keys revealed that 90% of consumers plan to celebrate Mother’s Day. Total spending is estimated to reach nearly $17.2 billion, according to the annual Brand Keys Mother’s Day survey.

Celebrants intend to spend an average of $163 this year, up 10% over 2011. Men, following a long-time pattern, intend to spend more than women, reporting an anticipated average spend of $190. Women anticipate spending $136.

“Last year shoppers went high-tech. But this year, they’re going with more traditional gifts, including cards, brunch or dinner, flowers, jewelry, and clothing,” noted Robert Passikoff, Brand Keys founder and president.

Other report highlights included a detailed account of what consumers plan to buy for Mom:

  • Cards: 97% (unchanged)

  • Flowers: 73% (+3%)

  • Brunch/Lunch/Dinner: 60% (+2%)

  • Gift Cards: 58% (unchanged)

  • Clothing: 42% (+6%)

  • Jewelry: 38% (+13)

  • Spa Services: 20% (+3%)

  • Books /e-books: 20% (+3%)

  • Candy: 5% (unchanged)

  • Electronics: 10% (-10%)

“The largest increases for gifts were in jewelry (+13%) and clothing (+6%), both areas in which consumers had cut back in recent years,” said Passikoff. “Generally, all other areas showed no changes or only small increases from last year, except, of course, electronics and that was way up last year.”

As to shopping venues, discount and department stores and online remain generally unchanged. Catalogs and specialty retail were each down 5%.