Iowa State retail specialist forecasts a happy Mother's Day ahead for Iowa retailers

AMES, Iowa -- Based upon the newly released data for 2012 Mother's Day retail sales by the National Retail Federation (NRF), Ron Prescott projects that Iowa retailers should see an increase in sales.

Prescott, the retail and small business specialist with Iowa State University's Extension and Outreach Community and Economic Development and Department of Economics, reports that Mother's Day sales nationally may peak at $152.52 per person. He says that represents an 8.4 percent increase over last year, and tops out higher than the pre-recession years of 2007 and 2008.

"I think Iowa retailers will see an increase in sales," Prescott said. "The survey indicates two areas of retail spending growth: jewelry and consumer electronics. Although survey respondents indicated that their percentage of purchasing in these two areas remained nearly the same as the 2007 data (+/- 1 percent), the average amount shoppers planned to spend within these two sectors showed a 70 percent increase over 2007."

The traditional Mother's Day gifts of flowers, greeting cards, and dinner remain the most popular choices for thanking moms on this special day; however the amount spent within each of these sectors has remained relatively level over the past five years.

The survey further indicated two categories who may see an increased level of recognition this Mother's Day. Survey respondents indicated that they would also purchase gifts for sisters and daughters. Twenty-five percent of retirement-age parents may purchase a Mother's Day gift for their daughters this year.

Gift-givers should expect moms to communicate back how much they appreciated their gift. Nearly half of them own either a smartphone or iPad, or both devices.