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WASHINGTON — Consumers plan to spend $35.7 billion on Mother’s Day this year, nearly $4 billion more than last year’s record of $31.7 billion, according to a survey released today by the National Retail Federation (NRF) and Prosper Insights & Analytics.
“Mother’s Day provides Americans with an opportunity to honor important women in their lives,” says Matthew Shay, NRF’s president and chief executive officer.
Consumers plan to spend $274.02 per person, the highest in the history of the annual survey and up from the previous record high of $245.76 in 2022. The top spenders are those ages 35-44, who are expected to spend an average of $382.26 on Mother’s Day.
Of those celebrating Mother’s Day, most (57%) are purchasing gifts for a mother or stepmother, followed by a wife (23%) or daughter (12%).
The survey of 8,164 U.S. adult consumers was conducted April 3-11 and has a margin of error of plus or minus 1.1 percentage points.
As seen in previous years, the most popular gifts to give are flowers (74%), greeting cards (74%) and special outings such as dinner or brunch (60%). Consumers will spend a total of $7.8 billion on jewelry, $5.6 billion on special outings and $4 billion on electronics.
Expected spending is up across all gift categories, and gifts of jewelry, electronics and apparel are the primary drivers of growth this year. Not only are consumers planning to spend more on these gift categories, but more consumers are interested in gifting these items than ever before.
“While most consumers shopped online last year for the perfect Mother’s Day gift, we are seeing just as many people turn to department stores as a shopping destination this year,” says Phil Rist, executive vice president of strategy for Prosper.
In addition to online (34%) and department stores (34%), consumers are also planning to shop at specialty stores (30%), local and small businesses (24%), and discount stores (23%). And more are looking at product subscription boxes, with 46% interested in this option, up from 39% last year.
