Mother’s Day

NRF has been conducting its annual Mother’s Day survey since 2003 to see how Americans will celebrate “mom” on her special day each spring.

2019: Highest consumer spending to date expected

A total 84 percent of U.S. adults are expected to celebrate in Mother’s Day this year, and spending is expected to reach a record $25 billion, up from $23.1 billion in 2018.

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Mother’s Day Data Center

What’s mom getting this year? Where do consumers shop for Mother’s Day? Where do consumers find inspiration for Mother’s Day gifts?

See the demographic breakdown of who shops where and for what in our Mother’s Day Data Center.

Explore data

3 ways Mother’s Day gift shopping has evolved

Flowers and cards aren't going anywhere, but increasingly, consumers are looking for something extra special for mom.

See the trends

a family is shown in the kitchen after grocery shopping

3 ways retailers can meet the wishes of Millennial moms and dads

NRF’s research team identifies retail trends for young parents.

Historical highlights

Results of the Mother’s Day spending survey are released each year in late April.

More on consumer trends

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Checking in with Gen Z

3 new things we’ve learned about their buying power and influence in family shopping.

Consumer View

Consumer View Fall 2019

Mother and child shopping for groceries choosing fruit

Consumer View

Gen Z: The next generation of retail influencers and spenders

Generation Z increasingly influences household spending according to a new NRF report.