Mother’s Day spending expected to hit record $38B

WASHINGTON – Consumer spending on Mother’s Day is expected to reach a record $38 billion this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. The amount surpasses last year’s total spending of $34.1 billion and exceeds the previous record of $35.7 billion set in 2023.

“Mother’s Day remains a priority for many Americans, and they plan to lean into the holiday despite current economic uncertainty,” NRF chief economist and executive director of Research Mark Mathews said. “Consumers are gifting from the heart, seeking unique gifts that create lasting memories for the mothers in their lives. It’s an opportunity to recognize what this person has means to you, and retailers are ready to make Mother’s Day extra special for shoppers.”

Consistent with recent years, 84% of U.S. adults plan to celebrate Mother’s Day. On a per-person basis, consumers plan to spend a record average of $284.25 on gifts, up from $259.04 last year and the previous record of $274.02 in 2023.

Of those celebrating, 54% plan to purchase for their mother or stepmother, followed by for a wife (22%) or a daughter (13%).

The leading shopping destinations for gifts this year include online (33%) and department stores (33%), followed by specialty stores (29%) and discount stores (26%).

As with previous years, flowers remain the most popular gift category, with 75% of shoppers planning to purchase. Other top categories include greeting cards (74%), special outings such as dinner or brunch (63%), gift cards (55%) and clothing or clothing accessories (51%).

Jewelry leads Mother’s Day spending at $7.5 billion, followed by special outings ($6.4 billion) and electronics ($4.4 billion). Spending on flowers is projected to reach $3.2 billion, while greeting cards are expected to total $1.3 billion.

“Consumers are budgeting more and planning on shopping more across all gift categories this Mother’s Day,” Prosper Executive Vice President of Strategy Phil Rist said. “Electronics, in particular, are a popular gift category this year, with expected spending surpassing $4 billion for the first time in the survey’s history.”

Gifts of experience also remain popular, with a record one-third of consumers planning to gift experiences such as a concert or sporting event. When purchasing gifts, 46% say finding something that is unique or different is most important, followed by creating a special memory (39%).

As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key periods such as holidays throughout the year.

The survey of 7,877 U.S. adult consumers was conducted April 1 – April 8 and has a margin of error of plus or minus 1.1 percentage points.