Sunday is a day retailers mark on the calendars.

Mother’s Day means big dollars for businesses as people will flock to the stores and online to buy flowers, jewelry, candy, greeting cards and other products to show appreciation to their mother’s.

While moms may claim “it is the thought that counts,” savvy shoppers realize that planning a special outing or sending a bouquet of flowers or a handwritten note can go a long way toward making mom feel special.

With big-ticket items like jewelry or electronics are still the biggest areas of spending, they have dropped in popularity compared with last year,” according to the retail federation. Consumers are more likely to be focusing on traditional items like flowers, cards and a special outing.”

Local restaurateurs are bracing for what they think will be an onslaught of customers for Mother’s Day breakfast, brunch, and dinner reservations.

“We’re getting slammed with reservations, said Phil Soto, co-owner of Bishops Hill Winery, 310 Bridge Street, in Joliet. The unique picturesque property offers a commanding view of Joliet on a bluff overlooking the Des Plaines River Valley. “Normally, we are just a tasting room with a limited menu. But we decided to offer a special menu for Mother’s Day and the response has been overwhelming,” said Soto.

Justine Machado of Bolingbrook said it is not the amount of the gift that matters to her.

“I still have all the homemade cards my children made for me,” said the mom of three. “Two of my kids are still in college and the other, a high school junior, plans to BBQ for me. I don’t care if I get a dinner at a five-star restaurant or McDonalds. As long as my children are there, I am happy.”

Regina Jackson of Joliet said retailers put too much pressure on people, particularly on Mother’s Day.

“In the past, you have to actually go inside a store to buy cards or jewelry,” said the mom of four. “Now, kids can just go on Amazon or visit the Pandora Web site to buy gifts. I always tell my kids to forego the gifts and save their money. It is the thought that truly matters to me.”

But Jim Johannesburg of Shorewood said he plans to go all out for his mom and his wife on Sunday.

“My mom is visiting from Florida, and we plan to celebrate Mother’s Day with a dinner at her favorite restaurant,” he said. “I am taking her out to dinner in downtown Chicago. Joining me will be my wife and our kids. Of course, Sunday is a special day for my wife too as she is a mom. But both of my kids are under 5 years of age, so it is up to me to show how special she is to our lives.”