• by Sarah Mahoney  @mahoney_sarah, May 1, 2017

With the National Retail Federation predicting record spending this coming Mother’s Day, Teleflora hopes to win the nation’s offspring over by reminding us of all the ways we take after Mom.

Called “Just Like Her,” the campaign centers around a 2-minute video, created in-house by the Wonderful Co., which owns Teleflora, that focuses on all the traits we learn from our mothers, from courage and compassion to stubbornness and competitiveness. And using a #ImJustLikeHer hashtag, the company is urging moms, sons and daughters to participate in a social-media campaign until the big day, which falls on May 14.

Mother’s Day is a critical one in the floral business, second only to Valentine’s Day, and Teleflora has made a habit of producing spots with wide appeal: Last year’s “One tough mother” got 15 million views, and its emotional 2015 ad, “Ryan’s Unforgettable Mother’s Day Delivery to Mom,” has been watched 50 million times.

The National Retail Federation predicts consumers will spend $2.6 billion on flowers, with 69% of those celebrating planning to purchase posies. 

In all, the Washington, D.C.-based trade group predicts that spending will top $23.6 billion, the highest level in the 14 years it has surveyed shoppers. (The research is conducted by Prosper Insights & Analytics and based on 7,400 adults.) That amounts to $186.39 per person, up from last year’s $172.22. About 85% of those it surveyed say they had plans to celebrate mom, or some mom-like figure in their life.

The biggest increases by category include jewelry, up 19% to $5 billion, and personal services, such as a spa day, up 15% to $1.9 billion. And respondents say they’re also likely to spend $4.2 billion on taking mom out to dinner or brunch.

By channel, 35% say they plan to shop at a department store, 31% intend to buy from specialty stores, such as florists, jewelers or electronics stores, and 24% say they’ll shop at a local business. Some 30% will shop online, up from 27% last year.