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Mother’s Day CE Gifting To Hit $1.9B: NRF

Washington – Consumers plan to spend about $1.9 billion on CE gifts for their moms this Mother’s Day.

According to a survey conducted for the National Retail Federation (NRF), tech devices like smartphones, e-readers and computer-related accessories represent the fourth-largest planned expenditure for the occasion, behind jewelry ($4.3 billion); a special meal or activity ($3.9 billion); flowers ($2.4 billion); gift cards ($2.2 billion) and apparel ($2 billion), but ahead of spa services ($1.5 billion).

Total Mother’s Day spending is expected to hit $21.2 billion, the retail trade association said, with the average spend up $10 a person to a record $172.63.

About 14.2 percent of buyers plan to purchase CE products for their moms and will spend about $106.86 on average.

During a TWICE/New Age Electronics webinar last week dubbed “Sell the Season,” panelists pointed to a host of relatively untapped categories like wearables and other IoT devices as ideal revenue generators for moms, dads and grads. (Readers can access a replay here.) 

In terms of distribution channel, survey respondents cited department stores as their favorite mom’s day shopping venue, although 18- to 24-year-olds who own mobile devices are most likely to use them in pursuit of the perfect gift. Indeed, 46 percent of that age group said they will use their smartphones and tablets to research items and compare prices, while 30.2 percent said they will use them to make a purchase.

The poll was conducted for NRF by Prosper Insights & Analytics, which polled 6,285 consumers age 18 and over on April 1-9.