Jewelry makes a comeback as a Mother’s Day gift

Consumers plan to spend an average of $97 per household on Mother’s Day gifts this year, a 36% increase over the 2001 average of $62, according to a recent National Retail Federation (NRF) survey.

As this day grows to include other female relatives, family friends, and stepparents, consumers are taking their time to find the perfect gift and appear to be finding the most value in specialty stores. The survey found that 60.5% of consumers plan to shop in a specialty retail store for Mother’s Day this year, a trend consistent with last year’s survey.

Although the vast majority of consumers will still give Mom greeting cards and flowers this year, the poll, conducted for NRF by Market Facts Inc., revealed that jewelry is making a comeback, as 21.6% of consumers plan to give jewelry as a Mother’s Day gift this year, up from 19.3% in 2001. The survey elicited 1,000 responses.

Men still purchase jewelry as a gift for Mom more often than women do, with 23.6% planning to do so this year, the survey reports. However, the gender gap is closing: In 2001, only 14.4% of women planned to give Mom jewelry, while this year, that number is up to 19.4%. On average, men will spend roughly 33% more than women for Mother’s Day gifts in 2002-$118 versus $79.

In 2002, treating Mom special for Mother’s Day means specialty stores. Young adults aged 18 to 24 are significantly more likely than any other age group to choose specialty stores for their Mother’s Day shopping. Just over 77% of these consumers plan to shop specialty stores, compared with the survey average of 60.5%. Department stores remain the second most popular retail outlets for Mother’s Day shopping (58.2%). Roughly one third of consumers (31.8%) will choose discount stores to shop for Mom, a slight drop from 34.6% in 2001.

Consumers aren’t limiting themselves to the brick ‘n’ mortar world for their Mother’s Day shopping. Nearly 17% will shop online for Mom this year, compared with 14.6% in 2001, according to the survey. Consumers aged 25 to 34 remain the age group most likely to shop online for Mother’s Day this year, and consumers on the West Coast are most likely to choose the Internet.