This Mother’s Day, Americans plan to spend $25.0 billion, more than last year’s $23.1 billion and the highest figure in the survey’s 16-year history, according to the 2019 Mother’s Day spending survey from the NRF and Prosper Insights & Analytics. The survey found 84% of respondents plan to celebrate Mother’s Day this year and they expect to spend $196.5 per person, on average, up from $179.8 per person last year. Consumers in the 35–44 age group are likely to spend the most, at an average $248, up from $224 last year. Men are likely to spend more than women, at an average of $237 compared with $158. About 19% of the 7,321 US consumers surveyed responded that they plan to spend more this Mother’s Day than they did last year. A full 58% of respondents said they expect to spend the same amount as they did last year, while only 7% said they plan to spend less. [caption id="attachment_85520" align="aligncenter" width="720"] Source: NRF/Prosper Insights & Analytics[/caption]   Planned Mother’s Day 2019 Purchases by Sales Category Based on the survey results, jewelry and special outings are the two largest categories in terms of planned expenditure. The survey found 35% of respondents plan to buy jewelry as a gift, with planned spending of about $5.2 billion on the category. Jewelry spending this year represents expected growth of 31% year over year. About 55% of respondents plan to spend on special outings such as brunch or dinner, incurring an anticipated expenditure of approximately $4.6 billion. Following jewelry and special outings, flowers and gift cards are the next-biggest Mother’s Day gift categories in terms of sales. Of those surveyed, 67% said they intend to buy flowers, while 45% said they plan to purchase gift cards. The total sales of both flowers and gift cards are projected to run about $2.6 billion each. [caption id="attachment_85521" align="aligncenter" width="720"] Source: NRF/Prosper Insights & Analytics[/caption]   Top Shopping Destinations for Mother’s Day 2019 Department stores will see the most Mother’s Day shoppers, with online retailers and specialty stores close behind. Among survey respondents, 32% said they plan to shop for Mother’s Day gifts at department stores, while 30% intend to shop online. About 29% of respondents plan to buy a gift from a specialty store, such as greeting card, gift store, jewelry and electronics stores. [caption id="attachment_85522" align="aligncenter" width="720"] Source: NRF/Prosper Insights & Analytics[/caption]   Important Factors for Shoppers When Buying a Mother’s Day Gift According to the NRF survey, about 44% of respondents cited finding something unique or different as the most important factor when buying a Mother’s Day gift this year. Nearly 39% responded that they would look for a gift that creates a special memory. About 24% cited convenience as the most important factor when picking out a Mother’s Day gift this year. Overall, 81% of respondents said they will look to retailers for gift-giving inspiration. [caption id="attachment_85523" align="aligncenter" width="720"] Source: NRF/Prosper Insights & Analytics[/caption]