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Shoppers to show more love for Mother’s Day

Updated: May 26, 2012 8:18AM

Even scrimpers are expected to open their hearts and wallets for Mother’s Day, with average spending forecast to be $152.52 on gifts this year, up 8.4 percent from last year’s holiday, a retail members’ group said Tuesday. Spending nationwide is expected to reach $18.6 billion, making Mother’s Day the second-biggest spending holiday behind Christmas for the first time since 2010.

Most likely to celebrate are people ages 18 to 44 and those who live in the South, according to the National Retail Federation’s report. Those celebrating:

†Two-thirds (66.4 percent) will buy flowers, spending $2.2 billion collectively.

†54.3 percent will treat Mom to a brunch or dinner, spending $3.4 billion.

†32.8 percent will buy Mom a blouse, sweater, necklace or other item of clothing or accessory, totaling $1.6 billion.

†12.7 percent will buy an electronic gift such as a tablet computer or a digital camera for a total of $1.6 billion.

Department stores will be shoppers’ first destination, with 35.6 percent of gift buyers — the most in the survey’s five-year history — stopping there first, followed by discount stores for 30.2 percent, according to the report.

Just as shopping trends change, so does the definition of “mom.” Shoppers say they intend to buy gifts for stepmoms, a wife, a daughter, a grandmother, sister, friend or godmother.

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