BUYING FOR MOM NOT JUST FOR MOM MOTHER'S DAY GIFTS FOR WIVES, SISTERS.

Byline: Candice Choi Staff Writer

Mother's Day isn't just for moms anymore.

Wives, sisters, daughters and grandmothers alike will be showered with flowers and gifts this Mother's Day with spending for the holiday expected to spike 10 percent to $11.4 billion this year, according to the National Retail Federation.

Fueling the spending spree is the expanding definition of motherhood, said Ellen Tolley, NRF spokeswoman.

``Your own mother may not be the only mother figure in your life,'' she said.

Whether it's a close grandmother or a sister who just had her first baby, ``It's anyone they feel is a good mom,'' Tolley said.

Two-thirds of consumers plan to buy gifts for mothers or stepmothers, while 40 percent of shoppers say they will buy gifts for their wives. Eight percent will buy gifts for their daughters and 7 percent will buy gifts for their grandmothers.

Consumers plan to spend an average of $104, compared with $98 last year. Men are leading the pack in spending, shelling out an average of $139. Women will spend an average of $74.

``Men get hit from all sides. In many cases, they're paying for their children's gifts (to their mothers), and they're also buying gifts for their wives,'' Tolley said.

Flowers and greeting cards remain the most popular staples, with 74 percent of consumers planning to buy cards and 50 percent buying flowers.

Flowers Heaven Scent in Sherman Oaks, which normally has three staffers, will have eight additional employees starting next week to handle the extra business Mother's Day brings, said owner Brandy Spears.

In addition to flowers, some untraditional gifts are making it onto the shopping list as well. Those buying electronics will spend the most, at about $100, according to NRF. And gift certificates are also more popular with 26 percent of shoppers opting for them, up 10 percent from last year.

Shoppers purchasing jewelry will spend about $79, while those intending to indulge recipients with a spa or massage will spend an average of $61.

A nice brunch or lunch with Mom will cost an average of $43.

Despite all the spending, Mother's Day still takes a back seat to Valentine's Day in terms of dollars spent.

``People spend more on their lovers than they do on their mothers,'' Spears said.

The National Retail Federation says Valentine's Day is the second-biggest shopping holiday of the year. The winter holidays are the most lucrative, while Easter and Mother's Day alternate for third place.

Easter spending, meanwhile, was down to $9.6 billion this year from $10.5 billion last year, partly as a result of the holiday's earliest arrival in 15 years.

That allowed stores to stock shelves earlier for Mother's Day and gave a bigger window of time to advertise sales and goods.

``Because it's so beautiful out and people are really anxious for spring, I think we're going to start seeing the crowds early this year,'' said Janet LaFevre, senior marketing director for the Glendale Galleria.

Department stores will likely start posting Mother's Day signage by the end of the week, she said.

``People know that it's just around the corner,'' she said.

Candice Choi, [phone]

candice.choi(at)dailynews.com