Consumers are planning to spend an average of $66.17 on jewelry for Mother’s Day this year, according to the findings of a new National Retail Federation (NRF) survey.

The NRF 2003 Mother’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch for NRF, found that 83.2 percent of Americans plan to celebrate Mother’s Day. Those who will celebrate plan to spend an average of $97.37.

Mother’s Day sales in 2003 will be relatively unchanged from 2002, when consumers spent an average of $96.50, according to the survey. However, Mother’s Day sales have increased substantially since 2001, when the average consumer spent just $62.20. In 2000, the first year of the Mother’s Day survey, the average consumer planned to spend $49.90.

The survey found that consumers will focus on traditional gifts for their mothers. Consumers who will purchase jewelry plan to spend an average of $66.17 on the gift.

Additionally, consumers who will eat out plan to spend $41.16 and consumers who plan to give their mothers gifts for facials or massages plan to spend $35.28. Consumers buying clothing, gift certificates, housewares, and flowers plan to spend around $30 each for those items as well.

“Mother’s Day will not be dampened this year by consumer caution,” said Tracy Mullin, NRF president and CEO. “This Mother’s Day, consumers are setting aside fears about the economy and focusing on what really matters—their moms.”

The study also found that men will spend more money than women on the holiday, with the average man planning to spend $113.98, compared to women, who will spend an average of $81.69. Older consumers lead Mother’s Day spending, with the average 45-64-year-old planning to spend around $105 on the holiday.

Survey results suggest that moms will not be the only women appreciated on Mother’s Day. While 71.7% of consumers plan to buy a gift for their mom, 9% plan to purchase for their grandmother and 7.8% will give their daughter a gift. Additionally, 7.8% of consumers plan to purchase for friends and 6.4% plan to buy for sisters. This year, almost half of men plan to purchase a Mother’s Day gift for their wife.

Specialty stores should see enhanced sales this holiday, according to the survey, with 35.8% of consumers planning to purchase Mother’s Day gifts from a specialty store. Additionally, 32.4% of consumers plan to spend at a department store, and 31.3% will spend at a discounter. Also, 16.8% plan to shop for their Mother’s Day gift online.

JCK