Mother’s Day spending could total $34.1 billion

The National Retail Federation and Prosper Insights & Analytics estimate total Mother’s Day spending at $34.1 billion, up 1.79% from a year ago, but 9% lower than the record $35.7 billion spent in 2023.

“Mother’s Day is an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending,” said NRF Vice President of Industry and Consumer Insights Katherine Cullen. “Even in the face of economic uncertainty, consumers continue to celebrate the special women in their lives with gifts and outings.”

Cullen said 84% of U.S. adults plan to celebrate the holiday – held May 11 – and on average spending is pegged at $259.04 for gifts and celebrations, about $5 more than they budgeted in 2024.

The majority (57%) celebrating the holiday are shopping specifically for a mother or stepmother, followed by a wife (23%) or daughter (12%). Flowers are the most popular gift among 74% of survey respondents. Total spend on flowers is estimated to reach $3.2 billion. Almost as many consumers (61%) are planning a special outing, such as dinner or brunch, for an estimated total spend of $3.5 billion.

Greeting cards are estimated to be purchased by 73% of consumers for a total spend of $1.1 billion. While jewelry is not as popular a gift as flowers, it’s a major category expected to rake in $6.8 billion for the holiday.

“Alongside traditional gifts like flowers or a card, gifts of experience are a way to create a special memory with mom,” said Prosper Executive Vice President of Strategy Phil Rist. “Whether it’s tickets to a concert or movie, a wine tasting or simply a scenic hike and picnic, there are options to fit any budget.”

A separate survey conducted by Numerator also found that 74% of respondents plan to celebrate Mother’s Day this year. The survey also found 89% of Mother’s Day celebrators intend to buy something for the holiday. Respondents said they plan to spend between $25 and $100 on their Mother’s Day purchases, far less than the NRF average estimate.

More than half (53%) in the Numerator said they plan to buy food, while 50% will purchase gifts. The most popular activity among the respondents is gathering with family and friends, as 41% plan such an outing. One in three said they will give gifts and also go out to eat. The survey found 22% plan to cook at home and another 17% are planning a barbecue.

Gen Z ( ages 13 to 28) is the most likely to give gifts, as 50% plan to do so, above the 33% for all respondents celebrating the holiday. Numerator also found Gen Z are 3.5 times more likely to purchase decorations than other generations.

The most popular gifts among the Numerator respondents were flowers, with 52% planning to make a purchase. Gift cards are also a popular gift among 36% of the respondents. One in five plans to give a spa day or beauty products. Nearly the same number favor jewelry as a gift and 16% plan to give apparel.

The age cohort most likely to give gift cards is the Boomers (ages 60 to 78). Millennials (ages 29 to 44) are more likely to purchase spa or beauty products.