MercuryNews.com: Moms will have to make do with less extravagant gifts this year if a recent poll proves right.
The National Retail Federation's 2009 Mother's Day survey of consumer actions and intentions found Americans will spend an average of $123.89 per adult, compared to last year's $138.63.
Total Mother's Day spending is expected to reach $14.1 billion. Last year, the trade group's expectation was $15.8 billion.
Of the four in five Americans who will celebrate Mother's Day, the majority will focus on their mother, stepmother or wife while scaling back on gifts for daughters, friends and godmothers in an effort to save money.
Nearly 67 percent of those surveyed said they will buy flowers for mom, spending a total of $1.9 billion on blooms. About 55 percent plan to treat mom to an outing like dinner or brunch, spending a total of $2.7 billion. Consumers also said they will spend $2.3 billion on jewelry, $1.5 billion on gift cards, $1.2 billion on clothing or accessories and $1.1 million on personal services such as a day at the spa.
Nontraditional Mother's Day gifts will be bought, too, the survey said: $857 million will be spent on electronics or computer-related accessories, $587 million on housewares and gardening tools, and $487 million on books or CDs.
Where is everyone shopping? A third say they will save money by buying from discount stores, while 27 percent said they will go to their favorite department store. The rest will head to specialty merchants such as florists, gift stores and electronics stores. About 18 percent of all shoppers said they will shop online.
The poll of 8,667 consumers was conducted from March 31 to April 7.
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