Consumer Behavior

Mother’s Day spend projected to hit $34.1B

Photo: Generated by AI. Adobe Stock.

May 8, 2025

Mother's Day spending by consumers is expected to reach $34.1 billion, up from last year's $33.5 billion.

The spend projection comes via an annual survey from the National Retail Federation and Prosper Insights & Analytics. This year's spend figure is close to the record-setting $35.7 billion in 2023, according to a press release on the survey's findings.

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

As with previous years, 84% of U.S. adults are expected to celebrate the holiday. On average, those celebrating plan to spend $259.04 on Mother's Day gifts and celebrations, about $5 more than they budgeted in 2024.

The top popular gift categories remain flowers (74%), greeting cards (73%) and special outings such as dinner or brunch (61%).

Nearly half of consumers (48%) said finding a gift that's unique or different is most important to them, followed by 42% who say finding a gift that creates a special memory.

"Alongside traditional gifts like flowers or a card, gifts of experience are a way to create a special memory with mom," Prosper Executive Vice President of Strategy Phil Rist said in the release. "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 (36%) remains the top shopping destination this year, followed by department stores (32%), specialty stores (29%) and local or small businesses (25%).

The survey polled 7,948 U.S. adult consumers.