Mother’s Day Spending Hits Record as Shoppers Choose Luxury Gifts

Mother’s Day is getting more expensive, but also more sentimental. Shoppers in the United States are expected to spend a record $38 billion this year, with average planned spending also hitting a record $284.25 per person, a sign that families are leaning into gifts that feel more generous, more personal and a lot less utilitarian.

The National Retail Federation said 84% of U.S. adults plan to celebrate. Flowers still top the list at 75%, followed by greeting cards at 74%, special outings like dinner or brunch at 63%, gift cards at 55% and clothing or clothing accessories at 51%. But the biggest spending category is jewelry, which is projected to reach $7.5 billion. That split says a lot about where Mother’s Day has moved: the classic bouquet is still there, but it is increasingly being paired with something that lasts, whether that is a necklace, a dinner out or a more carefully staged present.

Mark Mathews of the NRF described the mood as consumers “gifting from the heart” and looking for “unique gifts that create lasting memories.” That is exactly why the holiday now has room for what used to be considered niche gifting, including push presents, the gift a mother receives from a partner or family member in connection with childbirth. The term is relatively modern in North America, but the instinct behind it is older: honoring new mothers with something meaningful enough to mark the occasion, not just acknowledge it.

That emotional turn helps explain why whimsy and presentation are becoming part of the sale. A gift can now signal taste not only through price, but through delight, color and the feeling that someone really thought about the moment. A carefully chosen watch, a custom piece of jewelry, a luxe spa day or a dinner she did not have to plan can all land better than another practical item she would have bought herself.

Phil Rist of Prosper Insights & Analytics said shoppers are budgeting more and planning to shop across more gift categories this year, which fits the broader pattern. Mother’s Day spending was $34.1 billion in 2025, $33.5 billion in 2024 and $35.7 billion in 2023, when per-person spending hit a then-record $274.02. This year’s forecast pushes the holiday into a new high-water mark, and the message is clear: families are still buying flowers, but they are also buying experiences, keepsakes and a little bit of sparkle.