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Ranks as second largest consumer holiday, second only to winter holidays

Total spending on Mother’s Day this year is expected to reach $14.6 billion, according to the National Retail Federation’s (NRF, Washington, D.C.) 2010 Mother’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch. The amount people will spend is also on the rise, with the average person spending $126.90 on Mother’s Day gifts, compared to $123.89 last year.

For the annual May holiday, the majority of gift-giving dollars will be spent at restaurants or on clothing, jewelry and flowers, with 65 percent buying flowers, 51 percent treating mom to a brunch or dinner, and 26 percent splurging on jewelry.

“Even with slight improvements in the economy, consumers are still looking for unique, sentimental and inexpensive ways to show mom that she is important,” says NRF president and ceo Tracy Mullin. “Retailers and restaurants will have an array of gift options for people to choose from, ranging from small flower bouquets to brunch and dinner promotions for the entire family to enjoy.”

The biggest change, according to the survey, is where people will be shopping for their Mother’s Day gifts. Department stores are expected to grab the largest share, with one-third of consumers heading there, compared to 27.2 percent last year. Specialty stores, including florists and jewelers, will see traffic increase 33.6 percent. Discount stores, online and specialty clothing stores will also see activity related to Mother’s Day.

Shopping patterns among the sexes show that men expect to spend more than women, averaging $154.74 on purchases, while women will spend an average of $100.46.