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Who Buys Source

A pre-Mother's Day 2013 survey by the National Retail Federation determined the projected average spending amounts by holiday shoppers, according to age group: 18-24, $208.29; 25-34, $226.17; 35-44, $188.35; 45-54, $149.92; 55-64, $124.37; 65+, $124.14.

National Retail Federation, 2013

According to a survey by the Society of American Florists, for whom consumers purchased flowers for Mother's Day in 2012 (more than one answer possible): Mother, 70%; mother-in-law, 24%; wife/spouse, 23%; other relative, 15%; self, 10%; friend, 8%; girlfriend/significant other, 5%; other, 4%.

Society of American Florists, 2013

Based on a survey commissioned by the National Retail Federation, 85.8% of adult Americans planned to celebrate Mother's Day 2013 in some way.

National Retail Federation, 2013

According to the Society of American Florists, 43% of men made flower and plant purchases for Mother's Day 2012, compared to 34% of women.

Society of American Florists, 2013

A National Retail Federation survey found that 65.2% of consumers planned to buy a gift for their mom or stepmom on Mother's Day 2013, while 8.5% expected to purchase something for their grandmother, and 10.5% planned to buy a gift for their daughter. In addition, 6.6% of consumers expected to purchase for friends, 8.2% planned to buy for their sisters, 1.7% for their godmother, and 9.8% said they were going to get something for another relative. Also, 23.6% of men said they were going to purchase a gift for their wives.

National Retail Federation, 2013

When They Buy Source

Mother's Day is always the second Sunday in May.

PR Newswire, 2013

A PriceGrabber.com survey of approximately 4,300 consumers asked the respondents when they planned to shop for Mother's Day gifts in 2012: Within 48 hours of the holiday, 18%; one week prior, 30%; two weeks prior, 27%; three weeks prior, 12%; one month prior, 13%;

PriceGrabber.com, 2012


How They Buy Source

According to a 2013 survey by the National Retail Federation, consumers said they planned to spend an average of $168.94 on Mother's Day gifts, compared to $152.52 in 2012 and $140.73 in 2011. Men will spend an average of $217.36 in 2013, and women an average of $123.18.

National Retail Federation, 2013

The 2013 survey by the National Retail Federation determined the average amount that Mother's Day shoppers planned to spend in various retail categories: Jewelry, $100.55; dining out, $51.85; clothing/clothing accessories, $41.80; flowers, $27.71; greeting cards, $7.77; gift cards or certificates, $40.37; housewares/gardening tools, $38.95; personal service, $58.96; books or CDs, $19.02; consumer electronics or computer-related accessories, $135.27; other, $27.08.

National Retail Federation, 2013

What They Buy Source

Percent of Mother's Day shoppers who expect to buy the following products for the 2013 holiday (more than one answer possible): Greeting card(s), 81.0%; flowers, 68.2%; special outing, such as dinner or brunch, 55.3%; gift card(s)/certificate(s), 41.5%; jewelry, 34.4%; clothing or clothing accessories, 33.3%; books or CDs, 22.2%; housewares or gardening tools, 20.3%; personal service (such as a day at a spa, a facial or a massage), 20.3%; consumer electronics or computer-related accessories, 14.1%; other, 24.6%.

National Retail Federation, 2013

Types of floral products consumers bought for Mother's Day 2012 (more than one answer possible): Fresh flowers, 72%; flowering houseplants, 38%; outdoor bedding/garden plants, 37%; green houseplants, 23%.

Society of American Florists, 2013

A 2013 survey by CreditDonkey.com asked moms what they would like to receive for Mother's Day: Something homemade, 36%; dinner, 35%; greeting card, 32%; gift cards, 25%; flowers, 23%; jewelry, 11%; books, 10%; spa visit, 8%; clothing, 6%; music, 6%; movies, 6%; travel, 5%; electronics, 3%.

CreditDonkey.com, 2013

According to a survey conducted by TNS Global, popular gifts that moms would enjoy receiving for Mother's Day 2013: Gift card to favorite store, 35%; spa day, 24%; homemade gift, 24%; jewelry, 22%; roses, 21%; perfume, 18%; clothes, 18%; smartphone/tablet, 9%.

TNS Global, 2013

Where They Buy Source

A 2013 survey by the National Retail Federation identified the major shopping venues for Mother's Day gift-buying (multiple answers): Specialty stores (greeting card/gift store, florist, jeweler, electronics store), 36.6%; department stores, 34.4%; discount stores, 29.1%; online, 28.5%; specialty clothing store, 8.9%; catalog, 3.0%.

National Retail Federation, 2013

Business Trends Source

Overall spending on Mother's Day is expected to increase to $20.659 billion in 2013, up from $18.561 billion in 2012 and $16.308 billion in 2011. Spending by category in 2013 (totals in billions): Clothing or clothing accessories, $1.704; jewelry, $4.229; flowers, $2.312; greeting cards, $0.769; gift certificates or gift cards, $2.050; housewares/gardening tools, $0.965; personal services, $1.467; dining out, $3.503; books or CDs, $0.516; consumer electronics or accessories, $2.328; other, $0.815.

National Retail Federation, 2013

Based on consumer purchases of fresh cut flowers and plants, Mother's Day accounts for 24% of all holiday flower/plant transactions (behind only Christmas/Chanukah) and 25% of dollar volume, which ties Mother's Day for second with Valentine's Day. Christmas/Chanukah is also the top holiday period for spending.

Society of American Florists, 2013

Mother's Day is the most popular day of the year to dine out, according to the National Restaurant Association.

National Restaurant Association, 2012

The Greeting Card Association reports that Mother's Day is the third most popular card-sending holiday, behind Christmas and Valentine's Day.

Greeting Card Association, 2012

Misc Source

There were approximately 5.0 million stay-at-home moms in 2012, the same as in the three previous years. In 2012, 24% of married-couple family groups with children under 15 had a stay-at-home mother, up from 21% in 2000.

U.S. Census Bureau, 2013