COEUR d'ALENE - Thanks, Mom. For all she does, this Sunday is the day when husbands, children and others show their appreciation. "Moms, you've gotta love them," said Dan Clark, owner of Clark's Diamond Jewelers on Sherman Avenue. "Where would we be without them."

COEUR d'ALENE - Thanks, Mom.

For all she does, this Sunday is the day when husbands, children and others show their appreciation.

"Moms, you've gotta love them," said Dan Clark, owner of Clark's Diamond Jewelers on Sherman Avenue. "Where would we be without them."

Of course, Mother's Day is always good for businesses that have what mom wants most. Behind the winter holidays, it is the second largest U.S. consumer spending holiday, according to the National Retail Federation.

NRF's 2010 Mother's Day Consumer Intentions and Actions Survey, conducted by BIGresearch, found the average person will shell out $126.90 on Mother's Day gifts, compared to $123.89 last year. Total spending is expected to reach $14.6 billion.

"Love is recession-proof," Clark said. "Mother's Day is like Valentine's Day. It is fun when the kids get together and pick something out mom will like."

Jewelers will see some traffic this year with 26.2 percent of people planning on buying a special bracelet or earring set, totaling $2.5 billion, the NRF study said.

Nearly two-thirds of celebrants will buy flowers, totaling $1.9 billion.

"We have flowers everywhere," said Valorie Cooper, owner of Sunflower Cottage, which opened in April on Fourth Street. "We're doing well."

Roses, as expected, are the top choice, but the store's namesake is also proving popular.

"People are wanting something bright and colorful," Cooper said, after the winter blahs.

An additional 51.8 percent of Mother's Day shoppers will treat mom to a brunch or dinner, spending $2.9 billion on mom's favorite food, the NRF said.

Brunch is a popular choice, said Steve Wilson, general manager of the Best Western Coeur d'Alene Inn on Appleway Avenue, where a feast will be laid out for mom. The meal is so popular that 400 have already made reservations there and at The Coeur d'Alene Resort, where the convention center can serve up to 1,000 meals on Sunday.

Others will buy clothing or clothing accessories ($1.3 billion), gift certificates ($1.5 billion), personal service such as a day at the spa ($933 million), consumer electronics ($906 million) and greeting cards ($671 million).

"Even with slight improvements in the economy, consumers are still looking for unique, sentimental and inexpensive ways to show mom that she is important," said Tracy Mullin, president and CEO, NRF. "Retailers and restaurants will have an array of gift options for people to choose from, ranging from small flower bouquets to brunch and dinner promotions for the entire family to enjoy."

The NRF said men will spend much more than women on Mother's Day, shelling out an average of $154.74, compared to women who will spend an average of $100.46. Adults 25-34 years old will spend the most, with the average person expected to spend $156.84; young adults will spend only slightly less at $155.52 average per person.