84% of Americans Celebrate Mother’s Day

Mother’s Day

"In 2019, Mother's Day was expected to deliver the highest consumer spending to date in NRF's history."

"In 2019, 84% of consumers were expected to celebrate Mother's Day. That was a slight dip from the 86% of participants in 2018, but the average expected spending per person rose from $179.77 in 2018 to $196.47 in 2019. As a result, total expected spending also rose from $241.4 billion to $24.95 billion."

"Purchasing and celebration plans in 2019 included:

  • Jewelry: $5.19 billion
  • Special Outings: $4.62 billion
  • Gift Cards: $2.62 billion
  • Flowers: $2.58 billion
  • Clothing/​Accessories: $2.29 billion
  • Electronics: $2.18 billion
  • Personal Service: $2.01 billion
  • Housewares/​Gardening Tools: $1.12 billion"

"85% of men and 83% of women were expected to celebrate Mother's Day in 2019, with the most active participants ranging in age from 18–24 (95%), 25–34 (94%), 35–44 (89%) and 45–54 (86%). The 35–44 age range had the highest expected spending at $247.5."

"A gift of experience and subscription boxes were also popular choices of gifts from 18–24-year-olds and 25–34-year-olds in 2019."

"When choosing a gift, the most important aspects to most consumers were finding a gift that's unique or different and finding a gift that creates a special memory. 45% of 18–24-year-olds always or often look to retailers for inspiration and so do 42% of 25–34-year-olds and 39% of 35–44-year-olds."

Retailers, personal service providers and restaurants can help Mother's Day 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.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. 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. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.