The National Retail Federation survey of 8,700 consumers indicated that spending for Mother's Day -- Sunday --will total about $18.6 billion.
On average, $152 per mom is expected to be spent and that category includes grandmothers aunts and daughters, USA Today reported Friday.
"Mother's Day has become a more wide-reaching event," said Robert Passikoff, president of customer loyalty consulting firm Brand Keys.
That makes the day a "real opportunity for retail," he said.
Notable deaths of 2014 [PHOTOS]