With some cities and communities still under stay-at-home mandates across the country and many schools and offices closed for the foreseeable future, it’s not surprising that COVID-19 would impact Mother’s Day plans this year. However, at first glance, the latest data from NRF and Prosper Insights & Analytics annual Mother’s Day survey seems to tell a different story.

The vast majority (71 percent) of consumers are social distancing and are concerned about the pandemic’s impact on their personal health and financial stability. At the same time, consumers are planning to spend as much, if not more, on Mother’s Day than they have in the past. An optimistic 46 percent still want to plan a traditional special outing, brunch or other activity. Are consumers overly hopeful that things are ready to return to normal? Or is Mother’s Day getting a coronavirus-inspired boost? To understand what is driving these seemingly contradictory trends, NRF took a closer look at what is shaping consumers’ attitudes and behavior right now.

1. Mother’s Day may be more meaningful this year. For many consumers, the coronavirus has put a spotlight on opportunities to celebrate and show their loved ones they care. In fact, 78 percent say that celebrating Mother’s Day is important to them this year, given the current state of the pandemic. And this sentiment shows up in spending plans as well: On average, consumers say they plan to spend 205 on cards, special meals and other gifts for mom, approximately $8 more than last year.

2. All things being equal, consumers want to return to normal. Even in the midst of the current uncertainty, consumers are hopeful their daily lives and routines will return to normal in time for Mother’s Day. While fewer consumers say they are planning traditional outings, 46 percent still want to celebrate mom with a special meal, day out or other activity.

3. Social distancing means thinking outside the bouquet. While consumers are hopeful, they are also realistic about the limitations they are facing right now. Two-thirds (66 percent) admit they are likely to celebrate virtually this year.

Click here to read the full story from the National Retail Federation.

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