[May 09, 2008]

Area retailers kept busy for Mother's Day: People will spend about $138 on Mom this year, retail group says

(Victoria Advocate (TX) (KRT) Via Acquire Media NewsEdge) May 9--Rosie Trevino sat inside the Victoria Mall on Wednesday afternoon, corralling her bouncy 5-year-old daughter as she waited to try on her Mother's Day present.

"It's a princess-cut diamond wedding band set," the mommy of two said with a smile. "I've already seen it."

Sunday is Mother's Day, that time set aside to show Mom just how much those countless bedtime stories, boo-boo fixes and hot meals meant to you through the years.

And while the National Retail Federation reports about 84.2 percent of consumers will celebrate the holiday, they'll spend slightly less than last year.

People will spend about $138.63 on Mom this year, compared to last year's $139.14, according to a retail federation news release. Researchers expect total spending to reach $15.8 billion.

"Gas prices and other economic issues will still be at the forefront of people's minds as they shop around for the perfect gift for mom," BIGresearch vice president of strategy Phil Rist said in the release.

Spending decrease or not, retailers still say they've kept busy.

Over at Cookies by Design, owner Annie Vahalik is up to her elbows in icing, preparing decorated cookie bouquets for Mother's Day orders.

"It's been hectic, but that's the way we like it," she said. "We prepare for it and just burn the midnight oil."

She said she always has extra stock on-hand for the holiday for those people who wait until the last minute to purchase gifts.

"I'm human, too," she said. "I know how it can be."

Employees at specialty boutique MadiTay's have seen more than one man walk in, looking for that perfect gift.

"The thing we're selling the most of is jewelry," owner Melissa Foeh said. "And also Yellow Box flip-flops."

More than in other years, she said, people are paying special attention to getting their mothers something they know they'll really like.

"It's strange," she said. "Nice, but strange."

Best Buy spokesman Jeff Dudash said even electronics are getting dolled up for Mom.

Appliances such as TVs, computers and even cell phones were once just necessary eyesores inside a person's home, he said, but they've become sleeker.

Accessories such as laptop cases, he said, are designed with style in mind. Best Buy, he noted, now carries Liz Claiborne pieces.

But when it comes to Mother's Day, he said, this year's big sellers include all-in-one computers, MP3 players and digital cameras.

"Cell phones are enormous at this time of year," he said. "People are getting mom upgraded from her 1999 phone to a more modern one."

Lauren Zamora, 17, is following the technological trend.

She said her mother, who usually wants practical items for the holiday, asked for a digital camera this time around.

"I haven't gotten it yet," the St. Joseph High School senior said. "But that's what she wants."

Not everybody is as prepared, though, and Foeh offered some helpful hints for people who have no earthly clue what to buy.

Hone in on Mom's likes and dislikes, she said, and when in doubt, ask a sales associate for help.

"We can narrow it down," she said. "We'll help them choose between two things, rather than a whole store of things."

And when in doubt, she said, opt for a gift card.

"That way," she said with a chuckle, "Mom can get whatever she wants."

Allison Miles is a reporter for the Advocate. Contact her at 361-580-6511 or amiles@vicad.com.

To see more of Victoria Advocate, or to subscribe to the newspaper, go to http://www.thevictoriaadvocate.com.

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