Mother’s Day Retail Spending Expected to Reach New High

May 5, 2022

This article is included in these additional categories:

Customer-Centric | Demographics & Audiences | Industries | Men | Retail & E-Commerce | Spending Trends | Women | Youth & Gen X

Consumer spending on Mother’s Day keeps rising, according to the latest figures from the NRF. Total consumer spend surrounding the event is expected to reach $31.7 billion, the first time breaching the $30 billion mark and well ahead of last year’s then-record $28.09 billion.

Some 84% of US adults plan to celebrate Mother’s Day, which is up slightly from the 83% who expected to celebrate last year, though down from a high of 86% registered in 2020 and some other years prior. This year’s celebrants estimate that they will spend an average of almost $246 each, marking a substantial hike of roughly $25 from last year’s estimated spending of $220 per celebrant. In fact, estimated per-celebrant spending has grown by $50 since 2019.

Respondents ages 25-34 are likely to be the biggest spenders again this year, with an expected spending of $347 per celebrant on Mother’s Day gifts. Close behind will be those ages 35-44. Like their younger counterparts, 93% of these adults will be celebrating Mother’s Day, and they expect to spend an average of $341 on gifts.

According to the survey’s results, the largest amount of total spending will go to the following categories:

  • Jewelry — $6.98 billion total (up from $6.08 billion last year), with 41% of celebrants buying;
  • Special outings such as dinner or brunch — $5.28 billion (up from $4.14 billion last year), with 57% planning an outing;
  • Electronics — $3.41 billion (up from $3.32 billion), with 22% planning to buy; and
  • Gift cards — $3.14 billion (up from $2.79 billion), with 52% planning a purchase.

Almost half (46%) of respondents say that finding a gift that is unique or different is important when picking out a Mother’s Day gift, while 4 in 10 (41%) think it’s important to find a gift that creates a special memory.

The survey also found that more than one-quarter (27%, up from 23% last year) of celebrants plan to give a gift of an experience for Mother’s Day this year, with this type of gift being more popular among men (34%) than women (21%). Additionally, almost 4 in 10 (39% of) respondents say they are interested in gifting a subscription box for Mother’s Day this year, with interest in this also up from last year.

More data can be found here.

About the Data: The results are based on a survey of 8,574 adult consumers fielded April 1-11, 2022.

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