WASHINGTON – Americans are expected to spend $34.1 billion on Mother’s Day celebrations this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. This marks a slight increase from last year’s $33.5 billion and follows closely behind the record $35.7 billion set in 2023.
“Mother's Day is an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “Even in the face of economic uncertainty, consumers continue to celebrate the special women in their lives with gifts and outings.”
According to the survey, 84% of U.S. adults plan to celebrate Mother's Day this year, with an average expected spending of $259.04 per person, about $5 more than in 2024.
Most celebrants (57%) are shopping for their mother or stepmother, followed by a wife (23%) or daughter (12%). Top gift choices remain consistent:
- Flowers (74%)
- Greeting cards (73%)
- Special outings such as dinner or brunch (61%)
Spending highlights include:
- $6.8 billion on jewelry
- $6.3 billion on special outings
- $3.5 billion on gift cards
- $3.2 billion on flowers
- $1.1 billion on greeting cards
Experiences and Thoughtful Giving on the Rise
Consumers are increasingly valuing meaningful gifts. Almost half (48%) believe finding a unique or different gift is most important, while 42% focus on making a special memory. Experience-based gifts, like event tickets, wine tastings, or outdoor excursions, are gaining traction, especially among men, as 36% intend to give an experience, rising from 29% in 2019.
“Alongside traditional gifts like flowers or a card, gifts of experience are a way to create a special memory with mom,” Prosper Executive Vice President of Strategy Phil Rist said. “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.”
Online shopping remains the most popular option, with 36% of consumers planning to buy gifts online. Other top destinations include department stores (32%), specialty stores (29%), and local or small businesses (25%).
The survey, conducted March 31–April 7, polled 7,948 U.S. adult consumers and has a margin of error of plus or minus 1.1 percentage points.
