Mother’s Day spending is expected to reach $23.1 billion this year, according to a survey from the National Retail Federation (NRF) and Prosper Insights & Analytics. A total of 86% of Americans will celebrate Mother’s Day, spending an average of $180 per person.

However, 26% of shoppers admit to periodically forgetting the holiday, according to a survey conducted by Propeller Insights on behalf of Ebates. Despite their absentmindedness, 2018 is expected to be the second-most profitable Mother’s Day on record — only surpassed by the $23.6 billion spent in 2017.

Shoppers will choose department stores (35%) and e-Commerce sites (31%) as the top places to find the perfect gift. Other popular retail destinations include:

• Specialty businesses such as florists, jewelers or electronics stores (29%);
• Local small businesses (23%);
• Discount stores (22%); and
• Specialty clothing stores (10%).

The gifts shoppers purchase may not quite match what their mothers want. While 52% of family members think moms wants flowers, only 38% of mothers want them, according to Ebates. Regardless, florists can look forward to the holiday: 69% of shoppers told NRF they plan to buy flowers, generating $2.6 billion in sales.

Greeting cards will be popular as well: 77% shoppers will purchase one for their mother, totaling $813 million in sales. Additionally, 40% of moms surveyed say they want cards. Other popular purchases include:

• Jewelry, purchased by 34% of shoppers, totaling $4.6 billion;
• Gift cards, purchased by 45% of shoppers, totaling $2.5 billion;
• Clothing, purchased by 36% of shoppers, totaling $2.1 billion;
• Electronics, purchased by 14% of shoppers, totaling $2.1 billion;
• Housewares or gardening tools, purchased by 19% of shoppers, totaling $956 million; and
• Books or music, purchased by 19% of shoppers, totaling $494 million.

Experiences Gain Popularity Among Younger Shoppers

Experiences will also be a popular gift this Mother’s Day: 77% of shoppers would take a day trip for the holiday. NRF found 29% of moms want a “gift of experience,” while Ebates found 46% want to visit the spa in particular. Many mothers will get their wish, as 24% of shoppers plan to offer a spa day or other personal service as a gift, generating $1.8 billion in sales. Furthermore, 55% will go on a special outing such as brunch, spending $4.4 billion.

Gifts of experience will be given by 45% of 18 to 34-year-olds, the highest rate of any demographic, while the top spenders are shoppers ages 35 to 44, who will spend an average of $224 per person. Younger shoppers will continue being the most web-savvy: 62% of 18 to 24-year-olds will use a smartphone to research their purchases and compare prices.