Mother’s Day Spending To Hit Record $38B. What Are The Top Gifts?

Americans are expected to spend a record $38 billion on Mother’s Day this year, topping last year’s $34.1 billion and surpassing the previous high of $35.7 billion set in 2023, according to a new survey from the National Retail Federation and Prosper Insights & Analytics.

The annual survey found that 84% of U.S. adults plan to celebrate the holiday, with average spending projected to reach a record $284.25 per person, up from $259.04 last year. More than half of those celebrating (54%) said they’re shopping for their mother or stepmother, while 22% are buying for a wife and 13% for a daughter.

“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.”

Jewelry is expected to account for the largest share of spending at $7.5 billion, making it the top Mother’s Day gift category by dollars spent. Special outings such as dinners or brunches are projected to generate $6.4 billion, while electronics spending is forecast to reach $4.4 billion — the first time that category has topped $4 billion in the survey’s history. Flowers are expected to bring in $3.2 billion, and greeting cards are projected at $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.”

By popularity rather than spending totals, flowers remain the most commonly purchased Mother’s Day gift, with 75% of shoppers planning to buy them, followed by greeting cards (74%). Special outings are planned by 63% of consumers, while 55% expect to buy gift cards and 51% plan to purchase clothing or clothing accessories.

The survey also found that experience-based gifts continue to gain momentum, with a record one-third of consumers planning to give experiences such as concert or sporting event tickets. Nearly half of shoppers (46%) said finding a unique or different gift is their top priority, while 39% said creating a special memory is what matters most.

Online shopping and department stores are tied as the leading destinations for Mother’s Day purchases this year, each chosen by 33% of respondents. Specialty stores follow at 29%, while 26% plan to shop at discount stores.

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