Mother’s Day Spending Expected to Hit $38 Billion

Why It Matters

The surge signals strong consumer confidence in discretionary spending, prompting retailers to prioritize Mother’s Day promotions and inventory planning. It also highlights shifting gift preferences toward experiences and high‑ticket items like jewelry and electronics.

Key Takeaways

• Mother’s Day spending projected at $38 billion, a new record
• Average gift spend rises to $284.25 per shopper
• Online and department stores each capture 33% of gift purchases
• Jewelry leads category with $7.5 billion, electronics hit $4.4 billion
• 46% of shoppers prioritize unique, memorable gifts

Pulse Analysis

Mother’s Day has become a bellwether for consumer sentiment, with the National Retail Federation and Prosper Insights projecting a $38 billion spend this year. The figure eclipses the $34.1 billion recorded in 2022 and the $35.7 billion peak of 2023, suggesting that Americans remain eager to celebrate despite lingering inflation and tighter budgets. The per‑person average of $284.25 marks the highest level on record, indicating that shoppers are allocating more funds to premium items and experiences rather than trimming holiday budgets.

Category data reveal a notable shift toward higher‑margin products. Jewelry leads the pack with $7.5 billion in projected sales, followed by special outings at $6.4 billion and electronics breaking the $4 billion barrier for the first time. Flowers, long the staple of Mother’s Day, are expected to generate $3.2 billion, while greeting cards sit at $1.3 billion. The rise in electronics and experience‑based gifts reflects a broader consumer trend of valuing lasting memories and tech‑enabled convenience. Online platforms and department stores each command roughly 33% of the market, underscoring the importance of omnichannel strategies.

For retailers, the data translate into actionable opportunities. Brands should amplify personalized marketing that highlights unique, memory‑making gifts, as 46% of shoppers cite uniqueness as a top priority. Stocking premium jewelry and curated experience packages can capture higher spend, while ensuring robust e‑commerce fulfillment to meet the strong online demand. As the holiday approaches, retailers that blend curated assortments with seamless digital experiences are poised to capture a larger share of the record‑breaking $38 billion spend.