Mother’s Day spending in the United States is expected to reach a record $38 billion this year, according to a National Retail Federation (NRF) and Prosper Insights & Analytics survey. This surpasses last year’s $34.1 billion and the previous record of $35.7 billion set in 2023.
An estimated 84% of U.S. adults plan to celebrate the holiday, with average spending reaching $284.25 per person, also a record high. Shoppers are primarily purchasing gifts for mothers and stepmothers (54%), followed by wives (22%) and daughters (13%).
Top shopping destinations include online retailers and department stores, both at 33%, followed by specialty and discount stores. Popular gift categories remain consistent, led by flowers (75%), greeting cards (74%), and special outings such as dining experiences (63%). Gift cards and clothing are also common choices.
Total spending is highest on jewelry at $7.5 billion, followed by experiences at $6.4 billion and electronics at $4.4 billion. Experience-based gifts continue to grow, with about one-third of consumers planning to give event-based experiences.
WR notes that these trends reflect continued consumer willingness to prioritize meaningful and experience-driven gifts despite broader economic uncertainty.
