CHICAGO – As Mother's Day 2025 approaches, retailers are adapting to shifting consumer behaviors and preferences to maximize sales during this key holiday. According to NielsenIQ's latest forecast, several trends are shaping the retail landscape for Mother's Day, which falls on Sunday, May 11 this year.
Spending levels are expected to remain strong, with nearly half of consumers planning to spend more than last year. The average expected total spend is around $190, particularly from Millennials, who average $240. Retailers can cater to Millennials’ preferences for premium, personalized gifts through high-value bundles, customizable products, and exclusive collections.
Mother’s Day gifts mainly include flowers and chocolates, but beauty, fragrances, and jewelry are also gaining popularity, providing brands with chances to diversify their offerings.
Key highlights from NielsenIQ:
· 63% of Mother’s Day shoppers are planning to buy gifts through Amazon.
· 62% of Mother’s Day shoppers say discounts would entice them to shop at department stores.
· 47% of Mother’s Day shoppers expect to spend more than they did last year.
· 47% of Mother’s Day shoppers also expect to spend the same as they did last year.
· $240 is the average amount Millennial shoppers expect to spend (the most of any generation).
· 59% of Mother’s Day shoppers also plan to buy for Father’s Day.
Early shopping and value focus
Consumers are starting their Mother's Day shopping earlier, with many planning purchases at least two weeks in advance. While price remains a significant factor, quality and personalization are increasingly influencing buying decisions. Retailers are responding by offering value-driven promotions and personalized product offerings to meet these expectations.
Omnichannel shopping experience
The integration of online and in-store shopping continues to grow. Shoppers expect seamless transitions between digital and physical retail environments. Retailers investing in omnichannel strategies, such as curbside pickup and personalized online experiences, are better positioned to capture consumer interest.
Sustainability and ethical sourcing
Sustainability is a growing concern among consumers. Shoppers are seeking brands that align with their environmental and social values. Retailers highlighting sustainable practices and ethically sourced products are likely to resonate more with this conscientious customer base.
Private label products gain traction
Private label brands are gaining popularity, and consumers are showing increased willingness to try these alternatives, even at higher price points. Retailers are expanding their private label offerings, focusing on quality and innovation to differentiate from national brands.
Embracing AI and technology
Artificial intelligence is playing a significant role in enhancing the shopping experience. From personalized recommendations to inventory management, AI-driven tools are helping retailers meet consumer demands efficiently. Technology investments are essential for staying competitive in the evolving retail landscape.
Retail tactics to boost Mother’s Day sales according to NielsenIQ
Retailers should prioritize discoverability with gift guides, AI-powered suggestions, and influencer-driven content to capture early-browsing shoppers. In-store displays and social commerce can further boost engagement.
Promotions like discounts, free shipping, and loyalty perks can drive traffic to brick-and-mortar stores. Offering exclusive in-store experiences—like beauty treatments or personalized gifts—adds extra appeal.
Retailers can also link Mother's Day to Father’s Day by bundling offers or providing future discounts, turning the season into a longer sales cycle and encouraging repeat purchases.
Visit NielsenIQ's website for more detailed insights.
