Here’s how consumers are celebrating moms this Mother’s Day

Flowers, jewelry and gifts of experience all rank high on the list
Mother's Day Spending

Learn more about consumers' planned spending for Mother's Day, including total spend by demographics, gift categories and historical data. Explore more.

As the pandemic eases, consumers are giving their moms a little extra love. This year, 84 percent of shoppers are planning to celebrate Mother’s Day — and they are going all out. Expected spending is at a record high of $31.7 billion, or $246 per person, and consumers are planning to purchase gifts of all kinds at higher rates than last year.

While traditional gifts such as flowers are up, consumers are also splurging on jewelry and special outings for the women in their lives. Read on for more insights into how consumers are celebrating moms this year from the 2022 Mother’s Day Spending Survey from NRF and Prosper Insights & Analytics.

Nothing beats quality time

Now that pandemic-induced restrictions have loosened, consumers are looking forward to taking moms out for Mother’s Day: 57 percent plan to gift a brunch, dinner or other special outing this Mother’s Day, up from last year’s 49 percent. Others are giving moms the gift of rest and relaxation, with a record 30 percent planning to gift a personal service such as a spa day or massage. Whether it’s a special meal, a day of self-care, a wine tasting or an art class, consumers are treating moms this Mother’s Day in ways they couldn’t over the last few years.

It's not just consumers who know spending time with mom is important. Retailer Kendra Scott recently announced the company will observe the Monday after Mother’s Day as a company holiday, giving HQ employees the day off and paying customer service employees who are working that day extra in recognition of the holiday.

Diamonds are a mom’s best friend

Not only are moms going out this Mother’s Day — they’re doing it in style, as more consumers than ever are buying jewelry as a Mother’s Day gift. Forty-one percent of consumers plan to purchase jewelry this year, compared with 34 percent in 2021, and these shoppers are paying a record $7 billion to gift their mom some glam. Birthstone jewelry from Brilliant Earth, a handwriting necklace from Capsul or one of Garjana’s astrology necklaces are perfect ways to join in this trend. Resources like Tiffany’s Mother’s Day gift guide also have plenty of ideas to gift mom some sparkle.

For moms who aren’t into bling, other categories such as clothes and accessories, gift cards, and houseware items and gardening tools are also reaching new highs in popularity.

It’s the thought that counts

Consumers continue to search for meaningful gifts this year, prioritizing gifts that create memories and are unique above those that are cost-effective or convenient. Many consumers look to retailers to help them find these special gifts, with about one-third (32%) saying they very often or always rely on brands for gift inspiration.

Retailers like Etsy, Uncommon Goods and Barnes & Noble are tapping into this with curated Mother’s Day guides. And consumers are also shopping across a variety of retailers from online to department or specialty stores and their favorite local businesses. Handmade candies from Master’s Hand are a tasty treat for moms with a sweet tooth, while a Homesick candle is a perfect way to gift a piece of home to a mom that’s moved away.

For more insights into past and present Mother’s Day trends, visit NRF’s Mother’s Day Headquarters.

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