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Average Spending on Jewelry for Mother's Day Expected to be $103

May 1, 2015 3:28 PM   By Jeff Miller
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RAPAPORT... Approximately 84 percent of U.S. shoppers celebrate Mother's Day by gifting to a mother, step-mother, wife, sister or others, according to a survey conducted by the National Retail Federation (NRF) and Prosper Insights & Analytics. Of those who do mark the occasion with a gift,  34 percent anticipate purchasing jewelry. 

The average amount shoppers expect to spend on jewelry this year is $102.91, with those earning more than $50,000 spending an average of $125.20 and those earning less than $50,000 spending $75.05. The survey also revealed that male shoppers anticipate spending an average of $129.63 on a jewelry gift, while female shoppers expect to spend $69.20.

Since 2012, the percentage of those planning to buy jewelry as a gift for Mother's Day has held relatively constant, with the average expected spending at $97.19 in 2012, $100.55 in 2013 and $94.38 in 2014.

Overall, the NRF concluded that the average spending for all gifts is $172.63, or about $10 more than 2014. The survey also revealed that 33 percent of shoppers will patronize department stores, 28 percent will visit specialty stores, including jewelers, and 25 percent will shop at discount stores. Only 25 percent of consumers anticipate purchasing gifts online, which is down from 29 percent in 2014.

The most popular items on shoppers' list for Mother's Day were greeting cards (80 percent), flowers (67 percent), gift certificates (44 percent) and clothing (36 percent).

“We’re encouraged by the positive shift we’ve seen in spending on discretionary and gift items from consumers so far this year, certainly boding well for retailers across all spectrums who are planning to promote Mother’s Day specials, including home improvement, jewelry, apparel and other specialty retailers as well as restaurants,” said NRF's president and CEO, Matthew Shay.

Prosper’s principal analyst, Pam Goodfellow, said, “Mother’s Day is extremely unique and personal for millions of consumers and families this year will look for different ways to enjoy their time with mom. While some will splurge, others will search high and low for the perfect, practical gift, knowing that she likes any gift that comes from the heart.”

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Tags: gifts, Jeff Miller, Jewelry, mother's day, National Retail Federation, Research, Shopping, survey
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