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Who Buys Source

A pre-Mother's Day 2014 survey by the National Retail Federation determined the projected average spending amounts by holiday shoppers, according to age group: 18-24, $177.84; 25-34, $216.53; 35-44, $187.76; 45-54, $142.38; 55-64, $138.13; 65+, $119.52.

National Retail Federation, 2014

According to a survey by the Society of American Florists, for whom consumers purchased flowers for Mother's Day in 2013 (more than one answer possible): Mother, 66%; wife/spouse, 25%; mother-in-law, 21%; other relative, 11%; self, 10%; friend, 7%; girlfriend/significant other, 4%; other, 5%.

Society of American Florists, 2014

Based on a survey commissioned by the National Retail Federation, 84.5% of adult Americans planned to celebrate Mother's Day 2014 in some way.

National Retail Federation, 2014

According to the Society of American Florists, 34% of men made flower and plant purchases for Mother's Day 2013, compared to 28% of women.

Society of American Florists, 2014

A National Retail Federation survey found that 63.9% of consumers planned to buy a gift for their mom or stepmom on Mother's Day 2014, while 6.6% expected to purchase something for their grandmother, and 9.2% planned to buy a gift for their daughter. In addition, 6.1% of consumers expected to purchase for friends, 7.6% planned to buy for their sisters, 1.5% for their godmother, and 9.9% said they were going to get something for another relative. Also, 22.5% of men said they were going to purchase a gift for their wives.

National Retail Federation, 2014

According to a 2013 survey by the National Restaurant Association, younger consumers (under age 35) and consumers with young children in their household are the most likely to order takeout or delivery for their special Mother's Day meal.

National Restaurant Association, 2013

When They Buy Source

A 2014 PriceGrabber.com survey of approximately 3,200 online consumers found that 27% of shoppers plan to purchase Mother's Day gifts two weeks before the holiday, while 30% indicated they would buy gifts one week prior.

 

PriceGrabber.com, 2014

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

PR Newswire, 2014

Based on 2013 research by the National Restaurant Association, the most popular meal for which to dine out on Mother's Day: Dinner, 55%; lunch, 34%; brunch, 30%; breakfast, 23%. Twenty-three percent said they would be having more than one restaurant meal on Mother's Day.

National Restaurant Association, 2013

Why They Buy Source

A 2014 PriceGrabber.com survey asked consumers what type of retailer tactics would entice them to make a Mother's Day purchase (more than one answer possible): Free shipping, 54%; price cuts, 45%; coupons, 43%; sales, 42%.

PriceGrabber.com, 2014

How They Buy Source

According to a 2014 survey by the National Retail Federation, consumers said they planned to spend an average of $162.94 on Mother's Day gifts, compared to $168.94 in 2013 and $152.52 in 2012. Men will spend an average of $197.14 in 2014, and women an average of $130.56.

National Retail Federation, 2014

According to a 2014 survey of approximately 3,200 online consumers, conducted by PriceGrabber, 60% of the respondents said they would be purchasing Mother's Day gifts online, while 40% indicated they would be buying their gifts in-store.

PriceGrabber.com, 2014

The 2014 survey by the National Retail Federation determined the net average amount that Mother's Day shoppers planned to spend in various retail categories: Jewelry, $29.96; dining out, $31.36; clothing/clothing accessories, $14.28; flowers, $19.26; greeting cards, $6.40; gift cards or certificates, $17.27; housewares/gardening tools, $6.66; personal service, $12.03; books or CDs, $3.94; consumer electronics or computer-related accessories, $14.15; other, $7.61.

National Retail Federation, 2014

According to a 2014 survey of 5,000 adults, how the respondents planned to "connect" with mom on Mother's Day (more than one answer possible): Phone/mobile 65%; personal visits, 21%; online, 16%; cards, 12%.

Brand Keys Inc., 2014

What They Buy Source

Percent of Mother's Day shoppers who expect to buy the following products for the 2014 holiday (more than one answer possible): Greeting card(s), 81.3%; flowers, 66.6%; special outing, such as dinner or brunch, 56.5%; gift card(s)/certificate(s), 43.3%; clothing or clothing accessories, 33.5%; jewelry, 31.7%; personal service (such as a day at a spa, a facial or a massage), 21.3%; books or CDs, 19.7%; housewares or gardening tools, 18.2%; consumer electronics or computer-related accessories, 13.1%; other, 26.7%.

National Retail Federation, 2014

Types of floral products consumers bought for Mother's Day 2013 (more than one answer possible): Fresh flowers, 72%; outdoor bedding/garden plants, 37%; outdoor bedding and garden plants, 36%; green houseplants, 22%.

Society of American Florists, 2014

A 2014 PriceGrabber survey asked moms what they would like to receive for Mother's Day (more than one answer possible): Quality time with their family, 44%; gift cards, 29%; flowers, 28%; jewelry, 26%; dining out, 26%.

PriceGrabber.com, 2014

According to a 2014 survey by PriceGrabber, what consumers planned to give their moms for Mother's Day: Flowers, 37%; quality time with the family, 29%; dining out, 29%; greeting card, 19%; gift cards, 19%.

PriceGrabber.com, 2014

A 2014 survey by Brand Keys asked 5,000 adult men and women what they planned to buy for Mother's Day (multiple answers): Cards, 97%; flowers, 86%; brunch/lunch/dinner, 80%; clothing, 64%; gift cards, 60%; spa services, 46%; jewelry, 45%; candy, 16%; e-readers, 5%; computers/tablets/smartphones, 5%. 

Brand Keys Inc., 2014

Where They Buy Source

A 2014 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), 33.5%; department stores, 32.4%; online, 29.0%; discount stores, 24.0%; specialty clothing store, 7.3%; catalog, 2.1%.

National Retail Federation, 2014

Based on a survey conducted by Brand Keys, where adults planned to shop for Mother's Day gifts in 2014 (multiple answers): Discount stores, 55%; specialty stores, 50%; department stores, 46%; online stores, 30%; catalog, 10%.  

Brand Keys Inc., 2014

A 2013 survey by the National Restaurant Association asked moms what type of restaurant they would most like to visit for their special Mother's Day meal: Steak, seafood or barbecue, 34%; American cuisine, 24%; ethnic cuisine (within this category, Italian was the most preferred, followed by Mexican and Asian), 21%; buffet, 19%; no preference, 2%.

National Restaurant Association, 2013

Business Trends Source

Overall spending on Mother's Day is expected to decline to $19.851 billion in 2014, compared to $20.659 billion in 2013 and $18.561 billion in 2012. Spending by category in 2014 (totals in billions): Clothing or clothing accessories, $1.740; jewelry, $3.650; flowers, $2.346; greeting cards, $0.780; gift certificates or gift cards, $2.104; housewares/gardening tools, $0.812; personal services, $1.466; dining out, $3.820; books or CDs, $0.480; consumer electronics or accessories, $1.724; other, $0.927.

National Retail Federation, 2014

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, 2014

A 2013 study by the National Restaurant Association showed that more than one-quarter of American adults planned to celebrate Mother's Day by dining out, and nearly 1 in 10 indicated they would rely on restaurant takeout or delivery for their special Mother's Day meal.

National Restaurant Association, 2013

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, 2013

Misc Source

There were approximately 5.0 million stay-at-home moms in 2013, the same as in the four previous years. In 2013, 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, 2014