Sponsored Content WEBINAR: ELECTION 2008: E-mail Tips from a Political Insider   WEBINAR: Becoming the Illusionist: The Magic of Using "Brand" to Drive Response without Results Disappearing in the Process   WEBINAR: Score and Win Through Cooperation   TOOLS OF THE TRADE: Holiday's are prime-time for email marketing - maximize your ROI by getting to the inbox   ON DEMAND WEBINAR--MASTER CLASS: High Performance Online and Off-line Strategies for Large Scale Customer Acquisition   FREE WHITE PAPER - Direct Mail and the Internet Find any supplier you need - agencies, CRM, fulfillment, lists, e-commerce, paper, printers, telemarketing, and more. Featured Categories Lists and Data Telemarketing Database Marketing E-commerce Web Marketing Agency & Creative Services Print, Production & Paper Lists and Data Processing :: view all categories Get free access to more than 50,000 list data cards - one of the most comprehensive databases in the industry. >> Search Now DIRECT Buzz Blog Webinars Buyer's Guide Calculators JobZone ListFinder Promo Calendar Research Store E-Newsletters Print Magazine This Month in Direct Magazine Deal With It Direct had a full house for this year's list roundtable. Considering all the additional responsibilities on brokers' plates, that's impressive... See Full July Issue

The majority of consumers shopping for Mother's Day gifts will head to specialty stores (35.0%), discount stores (25.7%) and department stores (28.8%). Others will shop at specialty clothing stores (6.6%), online (18.3%) and through catalogs (3.4%).

According to the National Retail Foundation's 2008 Mother's Day Consumer Intentions and Actions Survey, conducted by BIGresearch, consumers will spend an average of $138.63 this year, compared to $139.14 last year. Total consumer spending is expected to reach $15.8 billion.

Of the 84.2% of consumers celebrating Mother's Day, the majority will invest in one major present, instead of several smaller ones.

"Mom has been saying for decades that it's the thought that counts on Mother's Day, and this year, kids might actually be listening," said NRF President and CEO Tracy Mullin in a statement. "Retailers will offer specials on popular items such as digital cameras and gardening tools to make it easy for those who want to surprise mom with a gift."

When it comes to popular gifts, consumers will shell out nearly $3.0 billion on a special dinner or brunch, $2.7 billion for jewelry, $1.2 billion on consumer electronics like digital cameras, digital photo frames and video cameras, $2 billion on flowers, $1.4 on clothing and accessories and $1.1 billion on personal service gifts like a trip to a favorite spa or salon,

Shoppers will also spend $1.6 billion on gift cards/gift certificates, $696 million on housewares and gardening tools and $672 million on greeting cards.

Young adults aged 18-24, many of whom have wives, mothers, grandmothers and sisters, will spend the most at an average of $170.71. The 25-34 year-old age group will spend an average of $153.17, followed by 35-44 year-olds who will spend an average of $145.86.

Could economic conditions benefit direct marketers this Mother’s Day? Yes, if shoppers factor auto mileage into their spending. "Consumers will be very cautious with their wallets this Mother's Day, heeding mom's advice that she really doesn't need much," said BIGresearch VP of Strategy Phil Rist, in a statement. "Gas prices and other economic issues will still be at the forefront of people's minds as they shop around for the perfect gift for mom."