NEW YORK (CNN/Money) - You can't put a price tag on Mom but she is becoming a little bit more expensive to shop for, an industry report said Wednesday.

According to a National Retail Federation (NRF) Mother's Day survey, consumers plan to spend an average of $98.64 on a gift for Mom this year, up 1.3 percent from $97.37 last year, while total Mother's Day spending could exceed $10 billion.

Flowers, cards, jewelry and food are the top gift choices this year, the survey said, with the average consumer planning to spend $62.40 on jewelry, $31.89 on clothes and $40.54 on a lunch date with Mom.

"Though Mother's Day celebrations and gifts will vary, many consumers see this as an important day to honor the women in their lives," Tracy Mullin, president and CEO of the NRF said in a report. "With all the sacrifices mom has made over the years, Mother's Day is an opportunity to give something back."

Mother's Day is May 9.