Mother’s Day is an important date for families and businesses. Retailers and restaurants see considerable upticks in sales each year on this special day. Mother’s Day offers retailers and small businesses an opportunity to connect with their customer base and help families celebrate Mom.
This year, the same majority of the population plans to celebrate Mother’s Day, and total spending and average spend per person are slightly higher than last year’s numbers. Greeting cards, flowers, and jewelry remain popular gifts. However, more and more people are giving their moms experiences and special outings such as brunch and dinner.
Understanding trends and the latest sales forecasts can help you better prepare and plan to meet your customers’ needs.
Here are the top 16 Mother’s Day spending statistics to know in 2025.
Mother’s Day spending overview
1. 84% of people in the US celebrate Mother’s Day
For the fourth year in a row, 84% of people plan to celebrate Mother’s Day. While most folks buying gifts are specifically shopping for mom or stepmom, 23% are shopping for their wives, while 12% are shopping for their daughters.
2. Consumers will spend an average of $259.04
According to the National Retail Federation, in 2025, US consumers will spend an average of $259.04 for Mother’s Day, a $5 increase from last year’s average. This total includes gifts, cards, flowers, and special outings, such as dinner or brunch.
3. US shoppers will spend $33.5 billion for Mother’s Day in 2025
Source: NRF
Despite economic uncertainty this year, the NRF forecasts that 2025 Mother’s Day spending will increase from last year, set to be the second-highest Mother’s Day on record in terms of total spending.
4. 25% of shoppers plan to buy from small or local businesses
While online shopping remains the most popular option for Mother’s Day (36%), shoppers also plan to purchase from small businesses and specialty retailers.
Here’s a breakdown of where people plan to make their Mother’s Day purchases in 2025:
- Online: 36%
- Department store: 32%
- Specialty store: 29%
- Small or local business: 25%
- Discount store: 22%
- Specialty clothing store: 12%
Mother’s Day gift statistics
Spending on Mother’s Day has increased dramatically over the years. While it will reach $34.1 billion this year, it didn’t reach $20 billion until 2013. The amount spent on gifts has also changed a lot over the years. However, the gifts themselves have remained fairly consistent.
Greeting cards, flowers, special outings, and gift cards have remained the most popular gifts. And, jewelry and special outings are the categories where shoppers spend the most.
5. Flowers and greeting cards are the most popular Mother’s Day purchases for 2025
Source: NRF
Same as last year, 74% of Mother’s Day shoppers plan to purchase flowers, while 73% are set to purchase greeting cards. Though greeting cards have seen a slow decline in popularity (87% purchased Mother’s Day cards in 2007), flowers have gained popularity over the years.
Here are all of the most popular gift categories for Mother’s Day 2025:
- Flowers: 74%
- Greeting cards: 73%
- Special outing: 61%
- Gift cards: 53%
- Clothing/accessories: 48%
- Jewelry: 42%
- Personal services: 34%
- Other 28%
- Housewares and gardening: 28%
- Books/CDs: 26%
- Electronics: 22%
6. 42% of people plan on purchasing jewelry for Mother’s Day
Jewelry is a Mother’s Day gift staple. Compared to 2024 (40%), more people are planning to buy jewelry this year.
Overall jewelry sales for Mother’s Day are higher than they have been historically. In 2021, 34% purchased Mother’s Day jewelry, which was the norm. It wasn’t until 2022 that jewelry sales increased to around 40%.
7. Total jewelry spending for Mother’s Day will reach $6.8 billion
Source: NRF
Even if it is not the most popular category in terms of the number of shoppers, jewelry is the biggest product category for Mother’s Day in total spending. This year, jewelry sales for Mother’s Day will reach $6.8 billion, just under last year’s $7 billion.
8. Shoppers will spend $6.3 billion on special outings for Mom
Special outings are one of the few gift categories that will see a significant increase in total spending from last year. In 2024, consumers spent $5.9 billion on special outings like brunch and dinner for Mother’s Day. This year, consumers will spend $6.3 billion.
Special outings have been the second-highest spending category behind jewelry since 2014.
9. 42% of shoppers will focus on finding a gift that creates a special memory
This year, even more than in previous years, shoppers are looking for something thoughtful. Forty-eight percent of shoppers are looking for a gift that is unique or different. Meanwhile, 42% of Mother’s Day shoppers say they focus on finding a gift to create a special memory.
10. Gifts of experience remain popular post-pandemic
NRF data also found that gifts of experience continue to be popular this year. About 36% of men plan to gift experiences compared to 29% in 2019.
Mother’s Day flower statistics
It’s impossible to discuss Mother’s Day statistics without mentioning flowers. Mother’s Day is big business for florists, flower shops, and garden centers. In fact, it’s one of their busiest days of the year — which makes sense, as flowers are tied with greeting cards as the most popular Mother’s Day gift.
11. Mother’s Day is the third most lucrative day of the year for florists
Valentine’s Day is the first, with Christmas and Hanukkah the second. While many different bouquets, cut flowers, and even potted plants are popular, traditional Mother’s Day flowers include carnations, roses, and tulips.
12. Americans will spend $3.2 billion on flowers for Mother’s Day
While year-over-year spending has decreased for most Mother’s Day gift categories, spending on flowers remains steady over last year, with consumers spending $3.2 billion on flowers this Mother’s Day.
Although the figure is consistent with last year, $3.2 billion is the highest total on record, with floral spending steadily increasing from a low of $1.9 billion each year in 2009, 2010, and 2011.
Mother’s Day dining statistics
Like flowers, we can’t forget restaurants and dining out when talking about Mother’s Day statistics. Restaurants and going out for a family meal are a tradition at the heart of Mother’s Day.
13. Mother’s Day is the most popular day of the year for dining out
Mother’s Day is the day of the year when the largest number of people dine out at a restaurant. Mother’s Day is also a popular day for takeout and off-premise dining, with 13% of Mother’s Day restaurant patrons opting for takeout options.
What’s more, 3% of adults visit a restaurant and order takeout on Mother’s Day, indicating that they use restaurants for more than one meal that day.
14. 61% of consumers are planning a special outing like brunch or dinner
The amount of money people spend on outings like dining at restaurants on Mother’s Day has increased each year since 2009, with the exception of the pandemic in 2020 and 2021.
15. Restaurant wine sales are 15% higher on Mother’s Day than on typical Sundays
Brunch and dinner are the most popular restaurant meals on Mother’s Day, and for many, this includes a glass — or shared bottle — of wine. However, note that overall alcohol consumption at restaurants is 12% lower on Mother’s Day than on typical Sundays.
16. Brunch tickets were 32% higher on Mother’s Day compared to other Sundays
Of all the restaurant transactions on Mother’s Day in 2023, 45% happened during brunch. And, those brunch tickets were 32% higher than a typical Sunday.
Frequently asked questions (FAQs)
Here are some of the most commonly asked questions and statistics that small businesses should know about Mother’s Day spending:
In 2025, Mother’s Day spending will reach $34.1 billion, second to 2023’s record of $35.7 billion, according to the National Retail Federation (NRF). The average person will spend $259.04 on Mother’s Day shopping and gifts this year.
Flowers and greeting cards are the most-purchased items for Mother’s Day. Jewelry has the highest total spending, according to the National Retail Federation.
In 2024, consumers spent $33.5 billion on Mother’s Day and $22.4 billion on Father’s Day, according to the National Retail Federation. Traditionally, shoppers spend more on Mother’s Day than on Father’s Day. The average person spent $254.04 on Mother’s Day and $189.81 on Father’s Day.
Bottom line
In addition to being an opportunity to celebrate all of the mothers in our lives, Mother’s Day is also an occasion for retailers to connect with customers through thoughtful gifts, flower arrangements, and experiences.
When planning your Mother’s Day marketing strategy, consider not just the gift recipient but also the gift-giver and how you can appeal to their needs. See our tips on creating gift guides and product bundles to help your shoppers find the gifts they need.
