Shoppers are expected to spend more on gifts, outings and experiences this year despite ongoing economic uncertainty.
WASHINGTON — Mother’s Day spending this year is expected to set a new record, according to a new survey from the National Retail Federation and Prosper Insights & Analytics.
The projected spending total of $38 billion surpasses last year’s $34.1 billion and would break the previous record of $35.7 billion set in 2023. The survey of 7,877 U.S. adults was conducted April 1 to April 8.
The survey found that 84% of U.S. adults plan to celebrate Mother’s Day this year. Consumers are expected to spend an average of $284.25 per person on gifts and celebrations, up from $259.04 last year and marking another record high.
“Mother’s Day remains a priority for many Americans, and they plan to lean into the holiday despite current economic uncertainty,” NRF Chief Economist Mark Mathews said in a statement.
Flowers and greeting cards remain the most popular gifts, with 75% of shoppers saying they planned to buy flowers and 74% planning to purchase cards. Other popular gifts include special outings like dinner or brunch, gift cards and clothing.
Jewelry is expected to account for the largest share of spending at $7.5 billion, followed by special outings at $6.4 billion and electronics at $4.4 billion. Electronics spending is projected to top $4 billion for the first time in the survey’s history.
The survey also found that experience-based gifts remain popular. Roughly one-third of consumers said they were planning to give experiences such as concerts or sporting events, which is a record.
Online shopping and department stores tied as the top shopping destinations this year, with 33% of shoppers planning to purchase gifts through each.
More than half of those celebrating said they plan to buy gifts for their mother or stepmother, while others are shopping for wives, daughters and other mother figures.