A Hundred Bucks on Mom According to the NRF 2004 Mother's Day Consumer Intentions and Actions Survey, conducted by BIGresearch, this year consumers plan to spend an average of $98.64 on
Mother's Day, up slightly from an average of $97.37 last year. Survey findings indicate that total spending for Mother's Day will reach $10.43 billion.
Mother's Day facts:
Mother's Day is
the third most-popular holiday for sending greeting cards, behind Christmas and Valentine's Day, according to the Greeting Card Association. According to the NRF survey, 59.6 percent of consumers will
purchase at least one greeting card for Mother's Day.
Mother's Day ranks second only to Christmas in the purchase of flowers, according to the Society of American Florists. Of flowers purchased
for Mother's Day, 45.0 percent are cut flowers, 32.0 percent will be outdoor bedding and gardening plants, and 22.0 percent will be flowering and green houseplants. Consumers will spend $868 million
on flowers this Mother's Day, according to NRF.
The average consumer buying jewelery will spend $62.40. Those who will buy clothing plan to spend $31.89 on that purchase and consumers who will
take mom out for lunch plan to spend $40.54.
According to the survey:
- 66.6 percent of consumers plan to purchase a Mother's Day gift for their mother or stepmother
- 7.1
percent plan to purchase for their grandmother
- 6.4 percent will buy a gift for their daughter
- 5.6 percent will give a gift to a friend
- 42.6 percent of men plan to purchase a
Mother's Day gift for their wife.
"In addition to their own mother, many consumers are also buying gifts for their daughters, wives, and grandmothers," said Phil Rist, Vice President of
Strategy for BIGresearch. "When you're honoring several mothers on one holiday, a $100 price tag is not hard to achieve."
- 59.6%) plan to purchase a Mother's Day card while a third
- 35.5% of consumers plan to buy flowers
- 33.1% plan to take mom to a restaurant
- 32.7 percent of consumers plan to purchase Mother's Day gifts from florists, jewelers, and greeting
card stores
- 31.0 percent of consumers plan to shop at a discount store
- 26.8 percent will spend at a department store
- 14.6 percent plan to shop for their Mother's Day gift
online.