US retailers are forecasting strong sales around Mother’s Day this year, with total spending expected to reach $34.1 billion, according to the National Retail Federation (NRF) and Prosper Insights & Analytics.
The projected total is slightly higher than last year’s figure of $33.5 billion, though it falls just short of the record $35.7 billion spent in 2023.
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More than eight in ten US adults (84%) plan to mark the occasion, with average spending per person estimated at $259.04. This represents a modest increase of around $5 per shopper compared with 2024.
Jewellery and outings top spending list
Shoppers are expected to focus their spending on a mix of traditional and experience-based gifts. Jewellery remains a leading category, with total spend forecast at $6.8 billion. Special outings such as meals out or day trips are also significant, totalling $6.3 billion.
Gift cards ($3.5 billion), flowers ($3.2 billion), and greeting cards ($1.1 billion) round out the most popular categories. The majority of celebrants (57%) are buying for a mother or stepmother, while others are shopping for a wife (23%) or daughter (12%).
Personal and memorable gifts in demand
Many consumers are looking beyond standard options. Nearly half (48%) say finding a unique or different gift is a priority, and 42% are seeking presents that help create lasting memories. The trend towards experiential gifting, which gained traction after the pandemic, continues. Around 36% of men surveyed said they plan to give experiences — such as events or outings — up from 29% in 2019.
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By GlobalDataOnline leads shopping channels
Online shopping remains the most popular channel, used by 36% of consumers. Department stores follow at 32%, with 29% turning to speciality retailers and 25% opting for small or local businesses.
The NRF, which tracks consumer trends around major holidays, based its findings on a survey of nearly 8,000 US adults conducted in early April. The results carry a margin of error of ±1.1 percentage points.
