Mother’s Day is this Sunday, and it brings high expectations for retailers and churches alike. Retailers are expecting an estimated $34.1 billion in sales this weekend, according to the National Retail Federation (NFR). This is up from last year’s $33.5 billion. Retailers anticipate most of that spending to be on flowers, with 74 percent planning to purchase flowers for that special mom in their life. That number is followed closely by greeting cards (73 percent) and special outings (61 percent). Consumers are also expected to spend $6.8 billion on jewelry. According to NFR, 84 percent of US adults plan to celebrate Mother’s Day. Despite some economic concerns, NRF Vice President of Industry and Consumer Insights Katherine Cullen says consumers believe Mom is worth it. “Mother’s Day is an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending,” she said. “Even in the face of economic uncertainty, consumers continue to celebrate the special women in their lives with gifts and outings.”

Consumers also want to find special ways to celebrate their moms. Forty-eight percent stated finding a unique gift was the most important thing for them, while 42 percent wanted to create a special outing that would be a memorable experience. “Alongside traditional gifts like flowers or a card, gifts of experience are a way to create a special memory with mom,” Prosper Executive Vice President of Strategy Phil Rist said. “Whether it’s tickets to a concert or movie, a wine tasting or simply a scenic hike and picnic, there are options to fit any budget.”

That includes going to church. According to Lifeway Research, the three biggest Sundays for increased church attendance are Easter, Christmas, and Mother’s Day. According to the research, 90 percent of pastors reported Easter as their highest, second-highest, or third-highest attended Sunday, with 81 percent saying the same for Christmas, and 51 percent describing Mother’s Day that way. African American pastors in particular stated Mother’s Day was their highest day for a church attendance bump. For some, however, it can be a painful reminder of broken relationships or the passing of a loved one. Lifeway offered some advice for churches looking to capitalize on increased Mother’s Day crowds. “Think through some of the possible complicated situations within your church and what emotions may surface by asking all the mothers to stand. What about stepmothers or foster moms? Those who have recently miscarried a child? A woman dealing with infertility? Moms with estranged children? Or simply moms who don’t feel honored by having attention forced on them?” Lifeway’s Aaron Earls noted that it was important for churches to acknowledge the different types of situations mothers can find themselves in. “However you decide to acknowledge Mother’s Day,” he wrote, “remember you may have a few new or forgotten faces in the pews on that day. Try to capitalize so those faces will be familiar ones next Mother’s Day.”