Every year, the National Retail Federation and Prosper Insights & Analytics survey U.S. consumers ahead of Mother’s Day to measure spending intentions. Last year’s results painted a clear picture of just how much this holiday matters to consumers, to retailers, and to the floral industry.
Since spending patterns around Mother’s Day have proven remarkably consistent year over year, these numbers are one of the best predictors we have for what’s coming. Here’s what the data showed, and what it means for your business this season.
Spending Keeps Climbing
Last year, total consumer spending on Mother’s Day reached $34.1 billion, up from $33.5 billion the year before, and just behind the all-time record of $35.7 billion set in 2023.
As the NRF’s Katherine Cullen put it, Mother’s Day is “an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending.” That ranking holds even in uncertain economic conditions, a testament to how much this holiday means to people.
The average person celebrating planned to spend $259.04, roughly $5 more than the prior year. And 84% of U.S. adults planned to celebrate the holiday, a number that has stayed remarkably stable over time.
Who They’re Shopping For
The majority of Mother’s Day shoppers (57%) were buying for a mother or stepmother. After that came wife (23%) and daughter (12%).
This tells you something important about your customers. The largest share of shoppers are adult children buying for a parent, often balancing sentiment with a range of budgets. Your assortment and messaging should reflect that.
Flowers Lead the Way
Among all gift categories, flowers came out on top, chosen by 74% of Mother’s Day shoppers, just ahead of greeting cards (73%) and special outings like dinner or brunch (61%).
In total, flowers accounted for $3.2 billion in consumer spending. That’s a significant number, and it speaks directly to the opportunity in front of every florist, wholesaler, and retailer heading into the season.
What Shoppers Actually Want
Beyond the numbers, the data revealed a useful insight into the consumer mindset. Nearly half of shoppers (48%) said finding a unique gift was most important to them. Another 42% prioritized gifts that create a special memory.
This is an opening for the floral industry. A beautifully arranged bouquet of premium or specialty roses isn’t just a gift, it’s a memory. The key is positioning it that way.
Experiences continued to grow in popularity as well. 36% of men planned to give experiential gifts last year, up from 29% in 2019. Flowers paired with an experience, such as a dinner reservation or an outing in a park or garden, represent a natural bundle opportunity.
Where They’re Shopping
Online was the top shopping destination at 36%, followed by department stores (32%), specialty stores (29%), and local or small businesses (25%).
The strength of online and local/small businesses together is a reminder that your digital presence and community visibility matter. Customers are looking in both places.
The Takeaway
Mother’s Day is not a holiday people skip or cut back on. Year after year, data confirms a willingness to spend meaningfully on important women. Flowers remain the most popular gift, demand is predictable, and the window is defined.
The opportunity is yours. Be ready for it!
