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PLANALYTICS: OUTLOOK FOR MOTHER'S DAY
Source: Planalytics news release

The run-up week to Mom's special day (May 5-11) will feature the warmest temperatures versus normal and LY in the Southeast and Pacific Northwest. Retailers in these regions can anticipate strong demand for spring apparel, accessories, and lawn and garden products. Conversely, cooler than normal and LY conditions will be focused in the Midwest, Great Lakes, and New England regions much of the week. In Canada, all major markets will be engulfed in cooler than normal and LY conditions, limiting seasonal demand for our northern neighbors.

Showers and storms, some severe, are expected across the Nation's Heartland and Deep South throughout the week. Showers are also possible in the Northeast and Florida mid-week. The West Coast will enjoy mostly dry conditions.

Moving into Mother's Day weekend (May 10-12), the Southeast, Mid-Atlantic, and West Coast will be warmest versus normal while Moms in the Northeast and Midwest will keep their cool. Remember to bring Mom's umbrella as the weekend looks to be wet across much of the South and East Coast. West Coast celebrations have the best chance to stay dry for the mom-mentous occasion.

Based on a recent survey published by the National Retail Federation (NRF), consumers are expected to spend $25B on holiday purchases, the highest amount in the survey's 16-year history. Shoppers are projected to spend an average of $196 on Mom this year. Following greeting cards and flowers, consumers will focus their purchasing on dining out, gift cards, apparel, jewelry, health & beauty products, houseware, and electronics.

For reference, the run-up week to Mother's Day last year (May 6-12, 2018) in the U.S. was the warmest and driest week in 55+ years. Mother's Day (May 13, 2018) was the warmest since 2004 and wettest since 2015. Canada experienced a run-up week that was warmest since 2015 and driest since 2007. The holiday in Canada was warmest since 2012 and driest since 2011.