Cards, flowers, dinner and jewelry: Mother's Day has become big business.

Local retailers, florists, restaurants and jewelers are hoping to attract at least a piece of the average $254 that consumers plan to spend on Mother’s Day gifts and celebrations this year.

That’s down a little bit from the $274 that was spent last year, according to a survey conducted by Prosper Insights & Analytics for the National Retail Federation . But it’s still the second best since the NRF started the survey in 2020.

“It’s traditionally one of the busiest days of the year,” says Pegg Dalton, co-owner of PEGGS at 127 S. Michigan St. in downtown South Bend. “And it’s especially important to me because we’re a women-owned business and I’m a mother.”

Dalton says reservations are highly recommended for the holiday, which always falls on the second Sunday in May and dates back to 1907. She also expects a busy Saturday prior to Mother’s Day, because some people will simply want to avoid the crowds or have other plans for Sunday.

"We’re going to have a special menu and a small gift for mothers,” Dalton says, adding that the restaurant would be even busier if it was able to safely open its patio for the holiday. “The weather can still be pretty iffy at the beginning of May,” she says.

When possible, reservations are recommended for those interested in taking mom out for breakfast, brunch or dinner to mark the holiday. Tippecanoe Place , which is offering a buffet, is already sold out for Mother’s Day, says Kevin Jakel, owner and manager, adding that the restaurant will serve about 700 people.

“It’s one of the five busiest days of the year for us,” he says.

That shouldn’t be a surprise. According to the National Retail Federation survey, 74% say flowers and greeting cards will be on their shopping list for mom and 59% say the celebration will include breakfast, brunch or dinner.

According to the NRF survey, $33.5 billion will be spent this year, second only to the record $35.7 billion spent last year.

Mark Tarner, owner and founder of the South Bend Chocolate Co. , says Mother’s Day is also one of the most important days for his overall business because some people might want to purchase sweets for mom in addition to taking her out.

“Chocolate-covered strawberries are our most popular item,” Tarner says about the offerings at South Bend Chocolate locations.

But for those looking for something more filling, Tarner’s Howard Park Public House and Mishawaka Public House at Ironworks Plaza will also be open to serve visitors on Mother’s Day.

Whether you’re planning to dine out, pick up a bouquet of flowers or select a piece of jewelry, some advance planning is likely required to assure a smooth and well-curated Mother’s Day.

Greg Powell, owner of Powell the Florist at 1215 Liberty St. In Mishawaka, suggests that those who want something special place their order about a week in advance of the May 12 holiday.

“For us, Mother’s Day is second to only Valentine’s Day,” he says, adding that a typical arrangement costs $50 to $75, though the business will also work with those on tighter budgets.

“We also have patio pots and hanging plants for those who want to enjoy their flowers throughout the summer,” Powell says. “And we offer DeBrand chocolates.”

Though cards and flowers are the most common Mother’s Day gifts, the NRF says the most money is spent on jewelry and special outings to restaurants and other spots. According to its survey, $7 billion will be spent on jewelry and $5.9 billion on special outings, with the two gobbling up well over a third of total spending.

“Christmas is by far the biggest for us followed by Valentine’s Day and then Mother’s Day,” says Madison Knight, owner of Van Horne Jewelers at Heritage Square in Mishawaka . “Mom is definitely remembered, and we offer a wide assortment of gifts at all price ranges.”

A real rose that’s been enameled and finished with 24K gold costs $75, and there’s a wide range of jewelry priced from hundreds to thousands of dollars depending on a customer’s budget.

“Some people will use the occasion to upgrade or repair a wedding ring or engagement ring,” Knight says. “Others might be interested in a Mother’s Day ring or pendant with the birthstones of each child.”

It might be getting too late to sit down with a jewelry designer to plan something so personalized for this Mother’s Day, but it’s never too early to think ahead.

“We can custom-make anything,” Knight says, adding that the store has a designer on staff.

Although finding the right restaurant or gift takes advance planning, the same is required for the businesses that hope to attract customers for the spending spree.

“It’s one of our busiest days of the year for sure,” says Steve Hunter, senior vice president of operations at Mishawaka-based Quality Dining. “And it’s something we prepare for across the entire staff.”

Papa Vino’s Italian Kitchen at 5110 Edison Lakes Parkway, Mishawaka, will be open its regular hours from 11 a.m. to 10 p.m. but Uptown Kitchen at 7225 Heritage Square Drive will be open from 8 a.m. to 4 p.m., adding two hours to its normal Sunday schedule.

“We recommend reservations, but we also leave room for walk-ins,” Hunter says, adding that customers can also take advantage of take-out and delivery services, if needed. Papa Vino’s will stick to its regular menu for Mother’s Day, but Uptown will make a few special additions.

Matt Soutra, vice president of operations for Navarre Hospitality Group , says Mother’s Day might very well be the busiest day of the year because it involves families going out to dinner together and grandparents are often included in the celebration.

“Valentine’s Day is for couples,” he says, adding that moms will receive a rose as a gift from Navarre restaurants. “Mother’s Day is multi-generational diners.”

Artisan in Elkhart, Cafe Navarre in South Bend and Doc Pierce’s in Mishawaka will be open 11 a.m. to 7 p.m., and Rocky River in Granger and O’Rourke’s Public House in South Bend will be open 11 a.m. to 9 p.m. with some tweaks to better accommodate customers.

“Reservations are recommended,” he says, adding that patio space will also be used if the weather cooperates. “Space is still available, but we’re filling up quickly.”

The catering arm of Navarre Hospitality also is participating by offering a Mother’s Day brunch ― a buffet with everything from breakfast to dinner options as well as a full bar ― in the Crystal Ballroom of The Lerner Theatre in Elkhart. That event has four seatings running from 10 a.m. to 1 p.m. and expects to serve 500 to 600 people.

Options for Mother’s Day are still available, but action is required for those who want choices.

It’s a busy workday for those who are trying to serve up breakfast, lunch and dinner to so many moms and their families.

“I’ve worked 23 Mother’s Days,” Dalton says. “But where would we be without our mothers?”

Email Tribune Market Basket columnist Ed Semmler at esemmler@sbtinfo.com .

This article originally appeared on South Bend Tribune: Cards, flowers, dinner and jewelry: Mother's Day has become big business.