We’re Spending More on Mom this Mother’s Day, Retail Groups Say

This Mother’s Day, moms are getting more love than last year—sometimes even from those who aren’t their children.

Ninety-two percent of Americans plan to celebrate Mother’s Day this year, according to a survey conducted by Brand Keys.

“This is your mom you’re talking about,” said Brand Keys founder and president Robert Passikoff. “There’s a very big emotional connection.”