For Mom

Americans plan to shell out more than ever—$25 billion total, about $200 each—to shower their moms with love this year, according to the National Retail Federation. The trade association has tracked the holiday’s spending since 2003. While greeting cards and flowers still dominate when it comes to the most popular Mother’s Day gifts, less conventional choices have popped up in the past decade—such as personal services, like massages, and special outings, like Mother’s Day brunch. Here are the top 10 gifts people plan to buy (according to 7,321 adults surveyed for the retail federation by Prosper Insights & Analytics).