Consumers are anticipated to spend a near-record $33.5 billion on Mother's Day this year, as reported by the annual consumer survey released by the National Retail Federation and Prosper Insights & Analytics on April 25, 2024. This figure marks the second-highest in the history of the survey, following last year's record of $35.7 billion.

NRF President and CEO Matthew Shay emphasized the significance of Mother's Day, stating, "Mother’s Day is a time to celebrate the women who play a meaningful role in our lives." The survey indicates that 84% of U.S. adults are expected to partake in the celebration, with an average planned spending of $254.04 per person, making it the second-highest per-person figure after last year's $274.02.

The biggest spenders are projected to be individuals aged 35 to 44, allocating an average of $345.75 for the holiday. The survey reveals that most celebrants (59%) are shopping for a mother or stepmother, followed by a wife (22%) or daughter (12%). Traditional gifts like flowers (74%), greeting cards (74%), and special outings such as dinner or brunch (59%) remain popular choices for consumers.

According to Prosper Executive Vice President of Strategy Phil Rist, the trend of giving experiential gifts is growing, with almost one-third of consumers planning to opt for such gifts this year. Rist noted, "Even though consumers continue to gravitate toward classic Mother’s Day gifts like flowers and greeting cards, almost one-third plan to give a gift of experience this year."

Online shopping (35%) continues to be the preferred destination for Mother's Day gifts, followed by department stores (32%), specialty stores (29%), and local or small businesses (25%). The survey, conducted among 8,213 U.S. adult consumers from April 1-8, provides valuable insights into consumer behavior and spending habits for key holidays throughout the year.

In conclusion, as Mother's Day approaches, consumers are gearing up to show appreciation for the special women in their lives through a variety of heartfelt gifts and experiences.