Total Mother’s Day spending is expected to climb 9.5% to $11.43 billion, up from $10.43 billion in 2004, according to the NRF 2005 Mother’s Day Consumer Intentions and Actions Survey. This year, 83% of U.S. consumers plan to celebrate Mother’s Day, slightly more than last year’s 81.8%.

The average person plans to spend $104.63 on Mother’s Day, which falls on May 8, up from $98.64 in 2004, according to the report, conducted by BIGresearch. Those planning to give jewelry will spend on average $79.31.

Retailers such as florists, jewelers and greeting card stores will see the highest amount of traffic, with 33.6% of consumers planning to purchase Mother’s Day gifts at a specialty store.

“Consumers see Mother’s Day as a way to show the women in their lives how important they are,” said Tracy Mullin, NRF president and CEO. “While the types of gifts may vary, the intentions remain the same—to honor the special women who impact our lives all year long.”

And shoppers aren’t only showering attention on mom. While about two thirds of consumers (65.2%) plan to purchase a Mother’s Day gift for their mother or stepmother, others plan to purchase gifts for daughters (8.4%), grandmothers (7.4%), and friends (5.7%). In addition, 39.8% of men plan to purchase a gift for their wife.

Those planning to buy electronics or computer-related accessories will spend the most, paying an average of $100.02 for their purchase. Those treating mom to a personal service, such as a trip to the spa or a massage, will spend $60.72. In addition, consumers who will celebrate with a special brunch or dinner will spend $43.38 on that outing.

Flowers and greeting cards remain holiday favorites, with more than half of consumers polled planning to buy flowers (50.7%) and nearly three-fourths (73.6%) of them purchasing a Mother’s Day card. Moms will also be receiving more gift certificates this year, as more than a quarter (25.5%) of consumers plan to give gift certificates, up almost 10% from last year.

More than a quarter of consumers plan to shop at discounters (26%) and department stores (25.9%). In addition, 16.3% will purchase a Mother’s Day gift online.

Finally, men will lead the pack, spending $139.02 on average this Mother’s Day, almost twice as much as the average woman ($74.28).

JCK