Mother's Day shopping expected to hit a record $35.7 billion

Steven Loeb · April 28, 2023 · Short URL:

The amount will rise 12% from 2022, with most people spending on flowers and greeting cards

Mother's Day is coming up soon, but if you ask me every day should be Mother's Day. Think about all they sacrificed for you! The least you can do is give them a gift once a year!

It seems like most people have gotten that memo because they plan to record amount of money on their moms this year, to the tune of $35.7 billion, according to a survey of 8,164 U.S. adult consumers from the National Retail Federation and Prosper Insights & Analytics. That's $4 billion more than last year, a 12.6% increase, and it includes $7.8 billion that be spent on jewelry, $5.6 billion on special outings, and $4 billion on electronics.

In all, 84% of U.S. adults are expected to celebrate the holiday, and they will spend $274.02 per person, the highest in the history of the survey, up 11.5% from the previous record high of $245.76 in 2022. The top spenders are going to be those aged 35 to 44, who are expected to spend an average of $382.26 (this makes sense since they're young enough to have parents who are still alive, but old enough to have the money to spend).

Of those celebrating Mother’s Day, 57% are purchasing gifts for a mother or stepmother, while 23% are buying for their wife, and 12% are buying for their daughter. 

The most popular gifts this year will be flowers and greeting cards, with 74%, followed by special outings, such as dinner or brunch, which 60% will pay for.

As for how they'll be paying for these gifts, that's evenly split between online and department stores, both with 34%; the percentage shopping online will actually drop from 36% in 2022, while those shopping in department stores will go up from 30% last year. This coincides with data showing that people are shopping in brick and mortar retailers more than they were in 2022. 

Meanwhile, 30% will shop at specialty stores, 24% at local and small businesses, and 23% at discount stores. Specialty store shopping will be up three percentage points from 2022, and discount stores will rise two points from 21%, while the percentage going to local and small business will remain flat year-to-year. “Mother’s Day provides Americans with an opportunity to honor important women in their lives,” NRF President and CEO Matthew Shay said in a statement.

“As people make plans to celebrate this year, retailers are prepared to help shoppers find gifts of appreciation and admiration for those they want to recognize on this special day.”

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