Sign up for the TODAY newsletter

You have successfully subscribed to the TODAY newsletter.

Subscribe now and get trending stories, celebrity news and all the best of TODAY.

We're dropping big bucks on mom this Mother's Day

by Herb Weisbaum /  / Updated  / Source: TODAY Contributor

Get the latest from TODAY

Sign up for our newsletter

Mothers across the country can expect to get a greeting card, a nice brunch and some special gifts on Sunday.

Americans are expected to spend an average of $173 on mom this year, up $10 from last year, according to the National Retail Federation’s (NRF) 2015 Mother’s Day Spending Survey. That’s the highest amount in the survey’s 12-year history. Here’s what’s on the gift-giving list:

  • Nearly everyone who celebrates (80 percent) buys a card
  • More than half (67 percent) will buy flowers
  • A third (34 percent) will splurge on jewelry

Spending on jewelry is expected to hit $4.3 billion, that’s up $700 million from last year and a new high for this survey.

Other popular gifts include clothing, electronics, housewares and personal services (such as a spa treatment). Add it all up, and that’s an estimated $21 billion in Mother’s Day spending.

Gift cards are now an accepted and welcome Mother’s Day present. Two in five of us (44 percent) will give a gift card, spending an estimated $2.2 billion on them, the NRF survey found.

“Sometimes mothers are difficult to shop for,” noted Greg Emmerich, a project manager at eBay Deals Blog.

Emmerich said he’s thinking of giving his mom a gift card this year because he won’t be home to celebrate with her – and his sister already bought her earrings.

“I know some of mom’s favorite restaurants and I’d like to give her a nice experience since I can’t be there,” he said. “If you don’t live near your mother, gift cards are a really viable option.”

For TODAY's complete Mother's Day Guide, click here!

Herb Weisbaum is The ConsumerMan. Follow him on Facebook and Twitter or visit The ConsumerMan website.

Get the latest from TODAY

Sign up for our newsletter