Shop.org’s parent, NRF, announced last week that consumers are expected to spend a full $18.6 billion to celebrate the mothers in their lives on May 13. The survey of 8,724 consumers conducted this month by BIGinsight showed also that online shoppers will contribute a fair bit to that total. In all, 1 in 4 Mother’s Day shoppers will buy at least some portion of their gifts online this year, up from 1 in 5 in 2010 and 2011. Below are a few key trends that stand out with this year’s online Mother’s Day shopper.

Online consumers expect to spend 53% more on Mom than all shoppers across categories. Of consumers who plan to shop online for some part of their Mother’s Day shopping, almost one-third (31.7%) expect to spend more this year than last – that’s compared with about half that number for all adults 18 years and older. In all, online Mother’s Day shoppers expect to spend a combined net average of $233.67 – or 53% more than the average for all adults.

Which products will catch the eye of the online consumer in emails, search, online ads and in social media? 4 out of 5 will spend close to $9 on greeting cards, three-quarters will spend an average of $32 on flowers, and 3 out of 5 will splurge on a special outing such as dinner or brunch, at an average of $56.75. That said, online Mother’s Day shoppers also have their eye on bigger ticket items such as consumer electronics, jewelry, gift cards, clothing and accessories, and books and CDs. For example, an impressive 44.5% of online Mother’s Day shoppers expect to spend an average of $116 on jewelry alone. As a retailer, have you updated your Pinterest presence to showcase your best products in these must-buy categories?

Online shoppers will research and buy across channels… This inclination to treat Mom is evident also in where online shoppers plan to buy their gifts – while one quarter will buy something in a discount store, that’s actually less than all adults 18 and older (30.2%). Instead, expect online Mother’s Day shoppers to not only buy online, but also to head to department and specialty stores. About twice as many online shoppers (15.7%) as all adults (8.2%) expect to shop in specialty stores.