NRF survey looks at top Mothers Day gifts

Happy Mother's Day, May 13. Image: Laura Thykeson/Flickr/CC BY-ND

Mother’s Day falls on May 13 this year. That’s Sunday, the first day of next week. If you haven’t made arrangements yet, it is time to get moving. And if you still don’t know what to get the woman who brought you into the world, consider a recent survey of Mother’s Day shoppers. Traditional gift ideas still reign supreme.

A retailer’s holiday

The study, released this week by the National Retail Federation, surveyed more than 8,000 husbands, sons and daughters during the first week of April, asking them about their spending plans for Mother’s Day.

Sentiment aside, Mother’s Day is huge business. It is a gift giving holiday trumped only by Christmas and Valentine’s Day. This year, according to the survey, Americans will spend about $18.6 billion collectively on Mom.

On an average, the survey estimates, most Americans will spend about $152.52 on Mom this year. That is about $12 more than last year. In fact, the amount has risen every year since the Great Recession, making it some kind of barometer of the nation’s slowly rebounding economy.

In 2009, Mother’s Day shoppers spent about $123.89 apiece on Mom. That amount grew to $126.90 in 2010.

Flowers never fade

The gift item cited most by respondents was, to nobody’s surprise, flowers. It lacks imagination, perhaps, but never fails to make most mothers smile.

Next to Valentine’s Day, Mother’s Day is the biggest business day of the year for florists. According to the Society of American Florists, Mother’s Day accounts for about 26 percent of floral “occasion” orders.

Kathy Grannis, a spokesperson for the National Retail Federation, said:

“Flowers have always reigned as one of the top gifts. They’re a safe bet. What woman doesn’t love flowers?”

A kitchen vacation

The second most popular gift cited by respondents is to take Mom out for a special dinner. If Mom is the one in your family who does all the cooking and cleanup, she certainly will appreciate the break. And if not, it’s still nice to get out and be spoiled.

According to the National Restaurant Association in 2011, Mother’s Day is the number one day of the year for restaurant traffic. According to The Phoenix Business Journal, about 75 million consumers went out to eat last Mother’s Day, on May 8, 2011.

Shiny objects

Jewelry was the next most popular item on Mother’s Day shopping lists. Although not an option for many in these tough economic times, those who can afford it are assured a satisfied Mommy. While the winter holiday season is the best market-time for jewelers, a close second is spring, which kicks off with Mother’s Day, followed by Father’s Day, graduations and weddings.

Founder of Mother’s Day

Ironically, Mother’s Day, which has become such a huge business day for so many merchants, was vilified by the woman who founded it for that very commercialism.

According to Ann Marie Trietley of MetroWNY:

“The current celebration of Mother’s Day began with Anna Jarvis of West Virginia, back in 1908. Jarvis lobbied to have a day on which to celebrate motherhood, and received help from a wealthy merchant from Philadelphia named John Wanamaker. President Woodrow Wilson made Mother’s Day an official holiday in 1914. Jarvis ended up opposing the holiday she helped create, however, calling it a ‘Hallmark holiday’ and sneering at the commercialism of it all.”