More buying mom tech toys for Mother's Day

Consumers are scaling back the frills, the flowers, the champagne brunches and massages to buy something a bit more practical — and pricey — this Mother's Day: tablets, iPads and smartphones.

More than 14 percent of shoppers will buy electronics for mom, according to a survey by the National Retail Federation, the highest percent in the decades-old history of the NRF report.

Spending on the category, one typically reserved for dads, will reach $2.3 billion, up from $1.6 billion in 2012. It's quite a jump from just a few years back. In 2007, consumers forked out just $747 million on electronics for mom.

The boost in the category is good news for retailers, helping catapult overall spending on Mother's Day to $20.7 billion — an 11 percent increase from 2012. Broken down, consumers will spend an average of $168.94 on mom.

"It's clear that Americans this year want to honor the woman with the hardest job in the world with unique and special gifts this Mother's Day," said Matthew Shay, NRF president and CEO, in a statement. "After a long winter that kept many from splurging on any new spring merchandise, retailers are looking forward to opening their doors and surprising shoppers with promotions that are perfect for any gardener, host, fashionista or tech-savvy mom."

Electronics retailers are definitely taking advantage of consumers' newfound love for the category for Mother's Day.

This week, hhgregg has deals for mom's big day, such as the Klu by Curtis 7-inch 4GB Android tablet marked down $30 to $69.99. And the Apple iPad mini 16GB for $299.99.

At Best Buy, the retailer is offering Mother's Day specials that include the Samsung Galaxy Tablet 2 for $179.99.

But the retailer is also encouraging shoppers to look beyond tablets and phones, with the Fitbit Wireless Activity and Sleep Track on its Mother's Day list for $89.99.

Verizon is advertising: "Make sure mom never misses a minute" and offering a Lucid 2 by LG free with a two-year activation. It calls it "a smartphone that keeps up with mom."

Britt Beemer, founder of America's Research Group, isn't so sure all this talk about electronics spending for Mother's Day is really going to happen.

In his research, consumers are still hesitant to really splurge and moms aren't asking for it. About 75 percent of moms said going out to eat would be enough to make them happy.

"It's going to be a much simpler Mother's Day," he said. "Mothers just want some flowers or a lunch out."

Take a look at the breakdown on Mother's Day spending in other categories:

Jewelry: $4.2 billion, up from $3.7 billion in 2012.

Brunch or dinner: $3.5 billion, up from 3.4 billion.

Flowers: $2.3 billion, up from 2.2 million.

Gift cards $2 billion, up from $1.8 billion.

Clothing or clothing accessories: $1.7 billion, up from $1.6 billion.

Personal service gifts, such as a day at the spa: $1.5 billion, up from $1.3 billion.