Mother’s Day spending is expected to total $31.7 billion this year, up $3.6 billion from 2021’s record spending, according to the annual consumer survey* released by the National Retail Federation and Prosper Insights & Analytics. Approximately 84 percent of U.S. adults are expected to celebrate Mother’s Day.
“Consumers are eager to find memorable ways to honor their mothers and other important women in their lives and are willing to spend a little extra on this sentimental holiday,” said NRF President and CEO Matthew Shay.
Consumers plan to spend $25 more this year on Mother’s Day purchases and are expected to spend a record average of $245.76.
Jewelry purchases and special outings, including dinner or brunch, will drive this year’s spending increases, marking a record in the survey’s history for average spending in both categories. More than half of consumers (57 percent) plan to spend an average of $40.90 on a special outing like dinner or brunch, signaling continued post-pandemic prioritization of quality time with loved ones.
“Jewelry remains a timeless gift selection for Mother’s Day and continues to capture an increasing market share,” said Prosper Vice President of Strategy Phil Rist. “Forty-one percent of consumers are planning to gift jewelry this year, up from 34 percent in 2021 and total spending on jewelry is expected to reach $7.0 billion.”
There is also a notable increase in shoppers looking for gifts that do not require wrapping. Experience gifts, including tickets to concerts or sporting events, will be given by 27 percent of Mother’s Day shoppers, up from 23 percent last year and the highest since the NRF started tracking this category in 2016.
More than half of consumers (57 percent) plan to spend an average of $40.90 on a special outing like dinner or brunch, signaling continued post-pandemic prioritization of quality time with loved ones.
Cards and flowers continue to be staple gift categories, with 75 percent of shoppers planning to buy cards and 72 percent planning to buy bouquets.
The topmost important factors for consumers are finding a unique gift (46 percent) and a gift that creates a special memory (41 percent).
Over one-third (36 percent) plan to make their purchases online. Another 30 percent plan to shop at department stores, 27 percent at specialty stores and 23 percent at local stores. In addition, 39 percent of consumers are interested in gifting product subscription services.
*The survey of 8,574 consumers was conducted from April 1-11, 2022, and has a margin of error of plus or minus 1.1 percentage points.
Photo courtesy Jump Street