Mother's Day spending to hit $34.1 billion as consumers splurge on flowers and experiences

Consumer spending for Mother's Day is projected to reach $34.1 billion in 2025, according to the latest annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics on April 28, just six days ago. This figure represents an increase from last year's $33.5 billion but remains below the record $35.7 billion set in 2023.

The NRF survey, which polled 7,948 U.S. adults between March 31 and April 7 with a margin of error of plus or minus 1.1 percentage points, reveals that 84% of Americans plan to celebrate Mother's Day this year. Those celebrating expect to spend an average of $259.04 on gifts and celebrations, approximately $5 more than they budgeted in 2024.

"Mother's Day is an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending," said NRF Vice President of Industry and Consumer Insights Katherine Cullen. "Even in the face of economic uncertainty, consumers continue to celebrate the special women in their lives with gifts and outings."

The most popular gift categories for Mother's Day 2025 remain consistent with previous years. Flowers lead the way (74%), followed closely by greeting cards (73%) and special outings such as dinner or brunch (61%).

In terms of total spending, jewelry tops the list at $6.8 billion, followed by special outings at $6.3 billion and gift cards at $3.5 billion. Americans will spend approximately $3.2 billion on flowers and $1.1 billion on greeting cards.

The survey indicates a growing preference for experiential gifts, particularly among men. Thirty-six percent of male respondents plan to gift experiences this year, up from 29% in 2019 before the pandemic. This trend reflects a broader shift in consumer preferences toward creating memories rather than simply exchanging material goods.

"Alongside traditional gifts like flowers or a card, gifts of experience are a way to create a special memory with mom," explained Prosper Executive Vice President of Strategy Phil Rist. "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 leads the way

When it comes to where consumers plan to shop for Mother's Day gifts, online platforms continue to dominate. Thirty-six percent of shoppers will make their purchases online, followed by department stores (32%), specialty stores (29%), and local or small businesses (25%).

This distribution reflects broader retail trends that have accelerated since the pandemic, with e-commerce maintaining its strong position while brick-and-mortar locations continue to play an important role in the shopping experience.

Who are consumers shopping for?

The survey provides insight into which maternal figures are being celebrated. Most respondents (57%) are shopping specifically for a mother or stepmother, followed by a wife (23%) or daughter (12%).

This data highlights the expanding definition of Mother's Day beyond the traditional celebration of one's birth mother to include all maternal figures in a person's life.

Thoughtfulness trumps price

Despite economic pressures, the quality and thoughtfulness of gifts appear to be more important to consumers than price point. Nearly half of consumers (48%) say finding a gift that's unique or different is most important to them, while 42% prioritize finding a gift that creates a special memory.

This focus on meaningful giving aligns with the historical roots of Mother's Day, which began as a day of honor rather than commercial exchange. Anna Jarvis of Philadelphia originated Mother's Day after organizing a memorial service at her late mother's church in Grafton, West Virginia on May 12, 1907. Within five years, virtually every state was observing the day, and in 1914, U.S. President Woodrow Wilson made it a national holiday.

Historical context and global celebrations

Mother's Day has roots that extend far beyond its American origins. During the Middle Ages, the custom developed of allowing those who had moved away to visit their home parishes and their mothers on Laetare Sunday, the fourth Sunday of Lent. This became Mothering Sunday in Britain, where it continued into modern times, although it has largely been replaced by the American version of Mother's Day.

Festivals honoring mothers and mother goddesses date to ancient times. The Phrygians held a festival for Cybele, the Great Mother of the Gods, as did the Greeks for the goddess Rhea. Likewise, the Romans adapted the practice to their own pantheon.

Today, different countries celebrate Mother's Day in various ways and on different dates. In Japan, white carnations are presented to mothers to symbolize the sweetness and endurance of motherhood. This tradition was adopted after World War II to comfort mothers who had lost children in the war.

In Ethiopia, the Antrosht festival is dedicated to mothers at the end of the rainy season in early autumn. After the monsoon season ends, families gather for a large meal and celebration, with girls bringing vegetables and cheese, and boys bringing meat. Together, the family prepares food while singing stories about their families.

Peru celebrates Mother's Day with a week-long festival rather than a single day. Families organize meals, trips, and parties to honor their mothers. Cities stage art shows and musical performances, and mothers visit museums, exhibits, and festivals throughout the week.

In the Netherlands, Mother's Day is known as "Moederdag," where children pamper their mothers for an entire day. Dutch children typically make breakfast in bed for their mothers and present them with gifts.

In Germany, Mother's Day (Muttertag) is usually celebrated on the second Sunday of May, unless this coincides with Pentecost (Pfingstsonntag), in which case it's celebrated a week earlier. The holiday has its own German history, dating back to a day of celebration held in the state of Thuringia in spring, when families would take a day off work to visit relatives and mark the renewal of seasons.

What this means for marketers

For retail marketers, the NRF survey provides valuable insights for campaign planning. The continued strength of Mother's Day spending—even amid economic concerns—demonstrates the holiday's resilience and importance to consumers.

The steady increase in average per-person spending, now at $259.04, indicates that consumers are willing to allocate significant budget to this holiday. This presents an opportunity for brands to offer premium or luxury options alongside more affordable alternatives.

The growing preference for experiential gifts opens new avenues for non-traditional retailers and service providers to capture Mother's Day spending. Restaurants, entertainment venues, spas, and travel companies can all benefit from this trend by creating special Mother's Day packages.

Marketers should note the timing of purchase decisions, with many consumers beginning their shopping several weeks before the holiday. This suggests that Mother's Day campaigns should begin in mid-April to capture early planners.

The importance consumers place on finding unique and meaningful gifts provides an opportunity for differentiation. Brands that can effectively communicate how their products create special memories or offer something uniquely tailored to mom have a competitive advantage.

Timeline of Mother's Day in the United States

• 1907: Anna Jarvis holds a memorial service at her mother's church in Grafton, West Virginia, marking the first Mother's Day celebration
• 1912: Most states in America were observing Mother's Day
• 1914: President Woodrow Wilson officially establishes Mother's Day as a national holiday
• 2003: National Retail Federation begins conducting its annual Mother's Day survey
• 2022: Mother's Day spending reaches record high
• 2023: Consumer spending on Mother's Day peaks at $35.7 billion
• 2024: Mother's Day spending decreases slightly to $33.5 billion with a focus on "the classics"
• 2025: Projected spending rises to $34.1 billion with increased emphasis on experiential gifts

As May 11, 2025 approaches, retailers across America are preparing for one of their most significant sales periods of the year, while families finalize plans to honor the maternal figures in their lives with both traditional gifts and new experiences designed to create lasting memories.