• by Sarah Mahoney  @mahoney_sarah, April 26, 2019

From bracelets at Pandora, body creams at Sephora and flowers from FTD, brands that are gearing up for the annual Mother’s Day onslaught ought to be optimistic: The National Retail Federation predicts spending on mom will hit record levels this year.

The Washington D.C.-based trade organization estimates that 84% of us will celebrate mothers -- or any of the stepmoms, aunties or friends they like to honor as sources of maternal love. The NRF forecasts that spending will reach $25 billion. That’s up from $23.1 billion in 2018, and the highest it’s been in the 16 years since it introduced the survey.

The number of people observing the day is down a bit from 86% last year, but per-person spending rises to an average of $196, up from $180 in 2018. Those between the ages 35 and 44 are likely the biggest splurgers, shelling out an average $248, up from $224 last year. And, as usual, men are likely to spend more than women, at $237 compared with $158.

And while special excursions, like meals out or concert tickets, continue to gain, the NRF says good ol’ bling is getting a boost this year, with spending on jewelry accounting for 31% of the rise.

The research, conducted for the NRF by Prosper Analytics & Insights, says that this year, 44% of consumers want to give gifts that are “unique,” while 39% are hoping to make a special memory -- and 81% are counting on retailers to inspire them.

Most consumers -- 75% of those celebrating -- intend to purchase greeting cards, spending $843 million, while 67% will buy flowers, for a total of $2.6 billion and 55% will take mom on a special outing, for $4.6 billion.

Other popular gift categories include gift cards, chosen by 45% for $2.6 billion; clothes, selected by 38% for $2.3 billion; jewelry, chosen by 35% for $5.2 billion, and personal services, such as spa gifts, selected by 24% at $2 billion.

The survey included more than 7,300 U.S. adults.