29% of Consumers Will Shop Online for Mother’s Day

Apr 29, 2014 1:19 PM  By

With Mother’s Day just around the corner, consumers are thinking about practical gifts this year for mom.  According to the 2014 NRF’s Mother’s Day Spending Survey, 29% of shoppers will shop online.

According to the survey,  consumers will spend an average of $162.94, a decrease from $168.94 in 2013.  Total spending is expected to reach $19.9 billion.

Consumers will acknowledge their appreciation for mom with a greeting card (81.3%),  two-thirds of those celebrating will buy mom her favorite flowers, spending a total of $2.3 billion.  And 33.5% will look for spring sweaters and blouses, spending a total of $1.7 billion on apparel and accessory items.

Consumers are expected to spend $480 million on books and CDs and $812 million on housewares or gardening tools.   When it comes to jewelry type gifts,  consumers are expected to spend $3.6 billion.

The survey revealed that 13.1% of shoppers say they will buy mom a consumer electronics item. Total spending on consumer electronic gifts is expected to reach $1.7 billion, which is down from $2.3 billion last year.

Gift card purchases are seeing an increase this year for Mother’s Day.  The survey revealed that 43.3% of consumers will buy her a gift card, which is up from 41.5% from last year.  Total spending on gift cards is expected to reach $2.1 billion,  up from $2 billion last year.

Consumers in the 25-34 year-old age bracket will spend the most on mom.  Consumers in this age group are expected to spend an average of $216.53.