Survey: $23 billion to be spent on moms this holiday

By JASON SCHREIBER
Sunday News Correspondent
May 12. 2018 8:02PM
Cymbidium Floral owner Jessica Christoferson arranges popular Mother's Day flowers on a display table at her Exeter shop. (Jason Schreiber/Sunday News Correspondent)

Americans are expected to spend more than $23 billion on Mother's Day this year, but it won't take much to please Lauren Delloue.

"If I get a card I'm happy. That's all it takes," said the 30-year-old pregnant Exeter mom, who's a little preoccupied these days as she's expecting her second child in just two weeks.

Homemade and store-bought cards will make most mothers smile, but an annual survey released by the National Retail Federation and by Prosper Insights & Analytics shows many people are planning to go all out on Mom this year.

According to the survey, a near-record $23.1 billion will be spent this year for the holiday, with about 86 percent saying they'll spend an average of $180 per person.

The NRF said $23.6 billion was spent last year, which was the most ever in the 15 years of the survey; the average spent per person was $186.

So how will the money be spent?

The survey found that 69 percent will buy flowers; 55 percent will take their mom out to dinner or brunch; 45 percent will give gift cards; 36 percent will buy clothing; 34 percent will give jewelry; 24 percent will treat her to a spa day or other similar personal service; and 14 percent will buy her electronics.

The survey results also showed that $956 million will be spent on housewares or gardening tools; $813 million on greeting cards and $494 million on books or music.

Mother's Day is the busiest holiday at Cymbidium Floral in downtown Exeter.

"I think it's because almost everyone has a mom, and often they'll send them to their own wives, their grandma, their stepmom or their mother-in-law. We're often sending multiple arrangements," owner Jessica Christoferson said.

The shop, receiving hundreds of orders for flowers, planned to make about 200 deliveries on Saturday, since it doesn't deliver on Sundays.

Peonies and tulips are always popular choices for Mother's Day flowers, Christoferson said.

Other lucky mothers will be treated to a dining adventure on the rails thanks to the Conway Scenic Railroad, which is offering a Mother's Day brunch for the first time.

The Sunday brunch on the popular North Conway attraction was sold out by Thursday, according to marketing manager Susan Logan.

A brunch was also offered on Saturday. The brunch will now become a regular Mother's Day event.

"It's an elegant setting and the views are constantly changing. Where else can you get that?" Logan said.

The railroad offered free rides to moms as well.

While a nice dinner and flowers might be a hit with mothers, more sleep might be the best gift of all for a new mom.

May is also "Better Sleep Month."

Delloue isn't expecting to get much sleep once her new little one comes along.

She learned from her first child that sleep deprivation comes with parenting.

"Now we're prepared," she said, "and we know we're just not going to have any sleep."


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