A survey by the National Retail Federation and Prosper Insights & Analytics revealed consumer spending on Mother’s Day should reach $34.1 billion this year, up from $33.5 billion in 2024 and short of the $35.7 billion record set in 2023.
Consistent with previous years, 84% of adults in the United States expect to celebrate the holiday, the NRF/Prosper survey determined. On average, consumers plan to spend $259.04 on Mother’s Day gifts and celebrations, about $5 more than they budgeted in 2024.
Online, selected by 36% of respondent, remains the top shopping destination for Mother’s Day shopping this year followed by department stores, 32%; specialty stores, 29%; and local or small businesses, 25%.
When it comes to recipients, 57% of consumers are shopping specifically for a mother or stepmother, followed by a wife, 23%, and a daughter, 12%.
Consumers intend to lay out $6.8 billion on jewelry, $6.3 billion on special outings and $3.5 billion on gift cards. Total spending on flowers should reach $3.2 billion, while total spending on greeting cards should hit $1.1 billion, according to NRF. Flowers are the most popular gift category with 74% of consumers planning to purchase them, while 73% of those shopping for the occasion plan to purchase greeting cards and 61% plan to set special outings, such as dinner or brunch.
As to how they’re approaching the holiday, 48% of consumers said finding a gift that’s unique or different is most important to them, while 42% said finding a gift that creates a special memory is top of mind. Men, at 36%, are more likely to gift experiences this year, up from 29% in 2019.
“Mother’s Day is an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending,” said Katherine Cullen, NRF vice president of industry and consumer insights. “Even in the face of economic uncertainty, consumers continue to celebrate the special women in their lives with gifts and outings.”
