"Valentine's Day this year will be more about small tokens of affection rather than extravagant purchases," Phil Rist, executive vice President at BIGresearch, said.

毕格式调的执行副总裁菲尔·里斯特说：今年的情人节，小心意的礼物将大于那些奢侈品。

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The increase in spending this Christmas didn't surprise Phil Rist, vice president of strategy at BIGresearch.

FORBES

"And there are more mothers to buy for today, " adds Phil Rist , vice president of strategy at BIGresearch.

FORBES: Mother's Day By The Numbers

"Consumers will be very cautious with their wallets this Mother's Day, heeding Mom's advice that she really doesn't need much, " Phil Rist, spokesperson for BIGResearch, the group that collected the data for the NRF study, said in a press release.

FORBES: Mother's Day By The Numbers