The National Retail Federation says this year about 50 percent of consumers will buy a gift or card for someone other than their mother.

It's nothing new for men to give a Mother's Day token of affection to wives and mothers-in-law. But retail insiders say more people - especially women - are giving gifts to daughters, grandmothers, sisters and friends.

"What we're really seeing now is people buying gifts for a wider variety of moms," said Ellen Tolley, spokeswoman for the National Retail Federation.

Greeting card makers have even come out with more generic cards to be sent to friends, sisters or others on Mother's Day.

"I got one from my cat," said Mila Albertson, membership services director with the Greeting Card Association.

According to an NRF survey, nearly 72 percent of consumers plan to buy a gift for their mom this year. About 9 percent said they would purchase something for their grandmother; 7.8 percent will give a daughter a gift; 7.8 percent will purchase for friends and 6.4 percent for sisters.

An expanding circle of Mother's Day gift purchasers and recipients is a trend retailers would like to foster, given the tough economy and weakened consumer spending. In fact, according to the Greeting Card Association, Hallmark's national ad campaign shows all types of women. The message: whether it's your grandmother, stepmother, mother- in-law or daughter, don't forget to send them a card on Mother's Day.

Mother's Day is the greeting card industry's third-largest sales producer, behind Christmas and Valentine's Day.

The NRF's survey said the 83 percent of Americans who plan to celebrate Mother's Day Sunday will spend on average $97.37. That's little changed from the average $96.50 spent last year. But last year's figures spiked up dramatically from the average $62.20 spent in 2001 and $49.90 in 2000.

Graphic: (M)other's Day; Retailers are having success getting people to buy for more than moms on Mother's Day.

*** Who's getting gifts for Mother's Day

** 71.7 percent of consumers plan to buy a gift for their mom

** 9.0 percent of consumers plan to purchase for grandmother

** 7.8 percent of consumers will give their daughter a gift

** 7.8 percent of consumers plan to buy for friends

** 6.4 percent of consumers plan to buy for sisters

** 50 percent of men plan to buy a gift for their wife

*** What they are getting

** 62.2 percent of consumers plan to purchase greeting cards

** 34.3 percent of consumers plan to purchase flowers

** 37.4 percent of consumers plan to dine out

Source: National Retail Foundation
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