Consumers say they will spend more than ever, $23.8 billion, on Mother’s Day this year, Sunday, May 14, 2017, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics.

The annual survey has been conducted for the past 14 years. This year, spending is expected to set a record.

Mother’s Day Retail Spending Overview

85% | Percentage of consumers celebrating the Mother’s Day

$23.6 billion | Total U.S. spending anticipated in 2017
$21.4 billion | Total U.S. spending in 2016

$186.39 | Average amount a Mother’s Day shopper will spend in 2017
$172.22 | Average amount a Mother’s Day shopper spent in 2017

“With spring in full bloom, many Americans are looking forward to splurging on their mothers,” NRF President and CEO Matthew Shay said. “Retailers will be ready with a wide range of gift options and a variety of promotions for their customers.”

$5 billion | Jewelry (purchased by 36 percent of shoppers)
$4.2 billion | Special outings such as dinner or brunch (56 percent)
$2.6 billion | Flowers (69 percent)
$2.5 billion | Gift cards (45 percent)
$2.1 billion | Clothing (37 percent)
$2 billion | Consumer electronics (15 percent)
$1.9 billion | Personal services such as a spa day (24 percent)

The overall increase is expected to be driven largely by spending on jewelry (up 19 percent) and personal services (up 15 percent).

Where will shoppers buy their gifts?

35% | Department stores
31% | Specialty stores such as florists, jewelers or electronics stores
24% | Local small businesses
30% | Online

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