84% of Americans Celebrate Mother’s Day with Highest Spending

BY Rachel Cagle
Featured image for “<strong>84% of Americans Celebrate Mother’s Day with Highest Spending</strong>”

In 2023, Mother's Day was expected to deliver the highest consumer spending in history, tracked by the National Retail Federation and Prosper Insights & Analytics.

Consumer Spending

In 2023, 84% of consumers were expected to celebrate this special day and were ready to spend more this year. Average per-​person spending rose to $274.02, with total spending projected to reach $35.7 billion. This level is a significant jump from the $245.72 spent in 2022. The spending increase likely reflects general exuberance that we have finally moved on from the most severe pandemic conditions and also takes inflation into account

Top categories for Mother's Day gifts spending include

  • Jewelry: $7.8 billion
  • Special Outings: $5.6 billion
  • Electronics: $4 billion

Keep in mind that not everyone spends only on mom for this holiday. Consumers also purchase gifts for their wives (23%) and daughters (12%). In addition to special outings, many gift-​givers send flowers and cards to the important women in their lives.

Shopping Destinations

In 2023, online sites and department stores were the most popular shopping sites for the best Mother's Day gifts. They rose to prominence for these holidays in 2020 when store closures peaked during the pandemic. Other popular destinations included:

  • Specialty stores 30%
  • Local small businesses 23%
  • Discount stores 23%
  • Specialty apparel stores 13%
  • Catalogs 3%

Top Spenders

While everyone enjoys celebrating mom, consumers aged 35 to 44 have the biggest budgets for this event. Those consumers paid around $382.26 in gifts and experiences." The most important factors in purchasing a Mother's Day gift include finding items that are unique or different (47%) or those that create a special memory (42%)."

Audience Data

Retailers, personal service providers, and restaurants can help diners choose the perfect gift for their mothers by promoting their offerings through both digital and traditional advertisements. Last year, according to AudienceSCAN, these shoppers took action after seeing TV commercials, receiving direct mail ads, and seeing ads on social networks.

In addition, AdMall contains industry profiles on jewelry stores and quick-​serve, fast-​casual, and full-​service restaurants, as well as lead lists at the local level that can provide you with the best gift ideas for Mother’s Day. Media companies, sales reps, and agencies can access this data with a subscription to AdMall from SalesFuel.