Mother's Day Goes Big--For a Bit Less--in '08

She woke you up every morning and made your breakfast (or at least purchased the food in your cupboards for consumption). She wouldn't let you go to the prom with Jeff Hopkins, but she did let you date Eric Carpenter--chaperoned, of course. Good ole' mom. It's for all of this, and so much more, that we celebrate Mother's Day, May 11, 2008.

And retailers have cause for celebration as well. The Washington, D.C.-based National Retail Federation (NRF) reports that total Mother's Day spending is expected to reach $15.8 billion. Even better, more consumers will be showing mom some love, with 84 percent of consumers expected to celebrate the holiday this year. In addition, the NRF reports that the average consumer will spend $138.63 on Mother's Day, a slight decrease of 51 cents.

So, what types of gifts are consumers buying mom? Brunch or dinner is a biggie, with $3 billion expected to be spent, while greeting cards and flowers still remain a top favorite, as do gift certificates. Some savvy customers are expanding the Mother's Day gift horizon by purchasing clothing and accessories, spa visits, consumer electronics (really?!) and pampering items, as well as jewelry.

The NRF also reports that florists, jewelers and greeting card stores will see the highest spikes in customer traffic, while 35 percent of consumers will buy gifts at a specialty store, 25.7 percent will shop at a discount store (that would be me!) and 28.8 percent will visit a department store for their Mother's Day purchase. For those strapped for time, 18.3 percent will purchase a gift online.

In addition, retailers are doing their part to pump up Mother's Day sales, offering specials and discounts galore. Philadelphia-based Destination Maternity (a retailer who exists solely due to the desire of women to become mothers), is offering complimentary 10-minute massages to all customers, and the first 100 expectant moms will receive a flower. Aww...how sweet!

What will you be getting mom for the big day? Or do you know of a super cool Mother's Day retail promotion, like more free massages? Post your comments here!

--Heather Strang