A Record $25 Billion Expected for Mother’s Day Spending

WASHINGTON – Mother’s Day spending is expected to total a record $25 billion this year, up from $23.1 billion in 2018, according to the annual survey by the National Retail Federation. A total 84% of U.S. adults are expected to celebrate in honor of their mothers and other women in their lives.

“Mother’s Day spending has been growing consistently over the past several years, and this year’s spending is expected to be the highest in the 16-year history of our survey,” said NRF President and CEO Matthew Shay, in a press release. “Consumers are excited to celebrate all the moms in their lives, and retailers are ready to inspire consumers with unique gift options.”

While the number of people celebrating Mother’s Day is in line with last year’s 86%, those celebrating are expected to spend more at an average of $196, compared with $180 in 2018. Consumers between the ages of 35 and 44 are likely to spend the most at an average $248, up from $224, and men are likely to spend more than women at $237 compared with $158.

Newer models of gift giving, which include special outings and gift cards, are growing, in addition to more traditional gifts including flowers, greeting cards and jewelry. Increased spending on jewelry represents 31% of the expected increase over last year.

Many of those celebrating cited finding something unique (44%) as the most important factor when picking out a Mother’s Day gift, followed by one that creates a special memory (39%). More than eight in 10 (81%) indicate they will look to retailers for gifting inspiration.

“Mother’s Day is about celebrating a very special person or persons in your life,” said Prosper Vice President of Strategy Phil Rist. “Consumers today want to make sure they’re gifting mom something that will make her feel loved. And they’ll use all the inspiration and guidance they can get in finding that perfect gift.”