Even at last minute, buyers thoughtful about Mother's Day gifts
| Saturday, May 07 2011 05:22 PM
Last Updated Saturday, May 07 2011 05:25 PM
Mothers' Day spending by the numbers
$140.73 ... Amount average person recognizing the day will spend on mom.
13.3 ... The percentage who plan to buy electronics.
31.2 .... The percentage who plan to buy silver, gold or diamonds.
54.7 .... The percentage who plan to buy dinner or brunch.
64.9 ... The percentage who plan to buy flowers.
31.8 ... The percentage who plan to buy clothes or accessories.
$1.6 billion ... How much shoppers will spend on gift cards.
$1.2 billion ... How much shoppers will spend on personal services such as a trip to a day spa.
Source: National Retail Federation's 2011 Mother's Day Consumer Intentions and Actions survey, conducted by BIGresearch, from April 4 to 12. The poll of 8,488 people has a margin of error of plus or minus 1 percent, the federation states on its website.
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Ken Plant bought a gift for his mother, Dorthy Plant at Log Cabin Florist in Bakersfield. He says he will take her out for lunch or dinner also to celebrate Mother's Day.
Ken Plant says Mother's Day is a good day to reflect.
"You have to realize you have one mother, and she took care of you," the 68-year-old son said quietly Saturday after purchasing a flowering houseplant for his mom at Log Cabin Florist. "You are to do something for her."
Plant says he dedicates each Saturday to 87-year-old Dorthy Plant, talks to her often on the phone and sees her for shopping trips and to bring her meals. He selected a plant because it will last long and be something his Mom can keep.
Across Bakersfield on Saturday, sons, daughters, husbands and others sought gifts to show the moms, grandmothers, aunts, Godmothers and others their love and thanks.
The National Retail Federation's Mother's Day Consumer Intentions and Actions survey found the average person noting the holiday planned to spend $140.73 on gifts for Mom, with lots of the money going to jewelry and consumer electronics. That's more than last year's average of $126.90, says the data collected by BIGresearch. The higher spending is back to where it was in 2008, the federation noted on its website.
Lorraine Short, assistant manager at See's Candies on California Avenue, sees that. It's busier this Mother's Day than in recent years. A few days earlier, someone bought 200 candy bars with "Happy Mother's Day" stickers affixed. Lots of people are buying items to set at each place during afternoon dinner parties. And shoppers are selecting baskets, boxes and gift sets too, she said.
"I think people are more appreciative of Mother's Day with recent things going on," such as financial struggles, job and home losses and worries about children returning home safely following military service, Short said.
Rather than reveal how much they were spending, people out shopping talked about recognizing Moms and other influential women in their lives.
Take Katie Woods, 34. She had boxes of candy as she emerged from See's, but had already navigated a crowded Macy's for a favorite cologne, Mexicali for a gift card and a Vons gift card kiosk, plus purchased greeting cards. Next she was off to Barnes & Noble.
She was buying for her mom, mother-in-law, two aunts and her Godmother.
"It's a time to honor moms and a time to honor females," Woods said. "It's our day to make all the females feel very special."
Manuel Gonzales, 43, would agree with that. While his wife, Anita, looked for a birthday card in Amy's Hallmark on Oswell Street, he chatted outside about Mother's Day.
He had a plan. His dad posted assignments on Facebook, telling relatives what to bring to a Sunday barbecue. The children and grandchildren had their directions.
The moms?
"My dad says they get to relax and be queens for the day," Gonzales said.
A steady stream of cars moved in and out of the Hallmark parking lot, buyers walking quickly in search of greeting cards and something special for mom.
David Lopez, 62, and son Nicholas, 18, planned to purchase cards and perhaps a little gift.
"We procrastinate every year, but we come through," David Lopez said with a smile.
The day will be all about whatever his wife wants to do, which she hadn't yet revealed as of noontime Saturday.
Nicholas knows what the day is about: "Spending time and letting her know how much you love her." Oh, and by the way, he said, not giving her a hard time.
