Consumers predicted to spend record 38 billion US dollars this Mother's Day

This Sunday marks Mother’s Day, a global celebration that honors mothers and mother figures within families and friends as well as motherhood and maternal bonds. Dating back to the early 20th century in the United States, the day has evolved into a national holiday where it's common to give gifts to mothers in consumers' lives. And despite geopolitical tensions and inflation impacting discretionary spending, consumers are predicted to spend a record-breaking 38 million US dollars this Mother’s Day, according to an annual survey conducted by the National Retail Federation.

The number is higher than last year’s total spending of 34.1 billion US dollars and more than the former record of 35.7 billion US dollars set in 2023. “Mother’s Day remains a priority for many Americans, and they plan to lean into the holiday despite current economic uncertainty,” said Mark Mathews, NRF chief economist and executive director of research, in a statement.

“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.” In line with previous years, 84 percent of US adults are planning to celebrate Mother’s Day, with consumers predicted to spend an average of 284.25 US dollars on gifts, more than the 259.04 spent on average in 2025 and the record of 274.02 in 2023. 

According to the survey, 54 percent of those taking part in Mother’s Day plan to buy a gift for their mother or stepmother, 22 percent plan to buy a gift for their wife, and 13 percent for their daughter. The main shopping outlets for Mother’s Day gifts this year were found to be online (33 percent) and department stores (33 percent), followed by specialty stores (29 percent) and discount stores (26 percent).

Flowers remain the most popular gift category, with 75 percent of those surveyed buying flowers, followed by greeting cards at 74 percent, special outings such as dinner or brunch at 63 percent, gift cards at 55 percent, and clothing or accessories at 51 percent. Jewelry is predicted to be the highest spending category for Mother’s Day once more this year, with a total spend of 7.5 billion US dollars. The second largest spending category is special outings  at 6.4 billion US dollars, and electronics at 4.4 billion US dollars. Spending on flowers is estimated to reach 3.2 billion US dollars, while greeting cards are predicted to total 1.3 billion US dollars in spending.

“Consumers are budgeting more and planning on shopping more across all gift categories this Mother’s Day,” said Phil Rist, executive vice president of strategy at Prosper, in a statement. Experiences were also found to be popular Mother’s Day gifts, with a record one-third planning to give experiences like a concert or sporting event. But the overall most important factor for consumers when buying a Mother’s Day gift was uniqueness, with 46 percent of those surveyed saying finding something different was key, followed by creating a special memory (39 percent).