With Mother’s Day quickly approaching, it’s no wonder gift-givers across the US have already made purchase decisions for the special women in their life. Overall, Americans plan to shell out a staggering $23.6B for Mom, an increase of $2.2B since 2016. On a per person basis, the average expected spend this year is $186.39, another increase (of about $14) from 2016.

Overall, about half of consumers (56%) plan to spend the same as they did last year on Mom, while about 1 in 5 (21%) intend to spend even more.

Most gifting will take the familiar route, with greeting cards and flowers topping the list of planned purchases, however, 15% of buyers indicate they will go for a gift in the consumer electronics category.

In fact, a $2B spend is expected in the CE category this Mother’s Day, along with an average spend per buyer of $106.48, which represents the top value gift category, aside from jewelry.

Most shoppers this year will flock to department and specialty stores, along with the web, to make their Mother’s Day purchases.

34% plan to use their smartphone to research products and price shop, while 19% plan to purchase products via their phones.

Source: National Retail Federation