Mother’s Day Sales Expected to Reach $14.6 Billion Says NRF Survey

Mother’s Day is the second largest U.S. consumer spending holiday, according to a recent National Retail Federation survey.

NRF’s 2010 Mother’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, found the average person will shell out $126.90 on Mother’s Day gifts, compared to $123.89 last year. Total spending is expected to reach $14.6 billion.

According to the survey, 26.2 percent of people plan to buy a special bracelet or earring set, totaling $2.5 billion in sales. Also encouraging for jewelers, 33.6 percent of those surveyed plan to visit a specialty stores such as florists or jewelers. Others planned to shop at a discount store (30.4 percent), online (19.7 percent), specialty clothing store (6.2 percent) or catalog (2.5 percent).

Men will spend much more than women on Mother’s Day, shelling out an average of $154.74, compared to women who will spend an average of $100.46. Adults 25-34 years old will spend the most with the average person expected to spend $156.84; young adults will spend only slightly less at $155.52 average per person.