Data from the National Retail Federation and Prosper Insights projects record spending in the U.S. on Mother’s Day this year.

Nearly one in three shoppers will shop online for Mother’s Day this year.

A survey of more than 7,400 U.S. shoppers, conducted April 4-11 for the National Retail Federation by Prosper Insights, shows that 30% of all shoppers plan to buy online for Mother’s Day, compared with 27.3% who said so last year. Mother’s Day is May 14.

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Total retail spending for Mother’s Day is expected to increase for the third straight year to a record $23.6 billion, up 10.3% from $21.4 billion last year, according to NRF projections.

Younger shoppers are expected to drive a large amount of this year’s shopping, whether online or in stores, says Pam Goodfellow, Prosper principal analyst. Jewelry sales, which are expected to rise 19%, and spending on personal services, which is expected to increase 15%, are expected to drive the bulk of the total sales jump for Mother’s Day, NRF says.


“We will see older millennials [ages 25-34] spend the most, and younger consumers put their online shopping skills to good use to purchase their moms the perfect gift,” Goodfellow says. 34% of consumers with smartphones research gift ideas on their phones and 19% will use their devices to buy a gift.

Here’s a look at what shoppers intend to buy this Mother’s Day:

  • Greeting cards: 77.9%
  • Flowers: 68.5%
  • Apparel/accessories: 36.9%
  • Jewelry: 35.5%