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.
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%