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Consumer Trends
Americans to Spoil Mom with Jewelry, Electronics and Special Outings
For immediate release
April 27, 2016

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WASHINGTON – Americans are looking forward to splurging on their mothers with jewelry, electronics and special outings for Mother’s Day this year. According to the National Retail Federation’s annual survey conducted by Prosper Insights and Analytics, U.S. consumers are expected to spend an average of $172.22, down slightly from last year’s record-high $172.63. 

Total spending is expected to reach $21.4 billion, with 84.4 percent of consumers surveyed celebrating the holiday.

“It’s clear that Americans want to honor their mothers this Mother’s Day.”
Matthew Shay
NRF President and CEO

“It’s clear that Americans want to honor their mothers this Mother’s Day,” NRF President and CEO Matthew Shay said. “Whether it’s a special meal at her favorite restaurant, jewelry or a new smartphone, families are planning to indulge mom again this year.”

According to the survey, consumers plan to spend $4.2 billion on jewelry (given by 35.3 percent of shoppers), $4.1 billion on special outings such as dinner or brunch (given by 55.2 percent), $2.4 billion on flowers (66.5 percent), $2.2 billion on gift cards (43.2 percent), $1.9 billion respectively on clothing (35.4 percent) and consumer electronics (13.8 percent) and $1.6 billion on personal services, like a day at the spa (22.5 percent). Greeting cards are the most commonly purchased gift at 78.4 percent of those surveyed but account for only $792 million of the projected spending.

Consumers were asked for the first time about “gifts of experience” such as tickets to a concert or sporting event. According to the survey, 24.2 percent want to receive such a gift and 22.3 percent plan to give it.

Shopping Plans

A look at where Millennial consumers plan to shop and who's on their gift list
NRF Mother's Day 2016 Spending Survey conducted by Prosper Insights.
NRF Mother's Day 2016 Spending Survey conducted by Prosper Insights.

“Mother’s Day is the time when millions of Americans find special ways to express their love and gratitude for mom,” Prosper Principal Analyst Pam Goodfellow said. “While many will spend a little more than usual to pamper her, some consumers will provide unique experience gifts for the entire family to enjoy together.”

When searching for the perfect gift, 33 percent of consumers will head to department stores and 28.7 percent will shop at specialty stores, while 23.1 percent plan to shop at a local small business. But not everyone will make it to a store: 27.3 percent will shop online, up from 25 percent last year. Among smartphone owners, 29.6 percent will research gift ideas on their phones while 15.5 percent will use them to make a purchase.

The survey of 7,000 consumers was conducted April 5-13 and has a margin of error of plus or minus 1.2 percentage points. 

About Prosper Insights and Analytics
Prosper Insights and Analytics delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, Prosper represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues. www.ProsperDiscovery.com

About NRF
NRF is the world’s largest retail trade association, representing discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and Internet retailers from the United States and more than 45 countries. Retail is the nation’s largest private sector employer, supporting one in four U.S. jobs – 42 million working Americans. Contributing $2.6 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s This is Retail campaign highlights the industry’s opportunities for life-long careers, how retailers strengthen communities, and the critical role that retail plays in driving innovation. nrf.com 

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