Mother’s Day spending hits record $38 billion as shoppers rush for last-minute gifts

Mother’s Day lands on Sunday, May 10, 2026, and the clock is already the biggest problem for shoppers who waited too long. With the holiday arriving too soon for many online orders, digital gifts have become the practical fallback, and this year’s numbers show there is plenty of money still on the table.

The National Retail Federation projects U.S. Mother’s Day spending will reach a record $38 billion, with the average planned spend at $284.25 per person. About 84% of U.S. adults say they plan to celebrate, underscoring how deeply the holiday remains embedded in household budgets. The federation has tracked Mother’s Day shopping every year since 2003, giving the latest forecast unusual continuity in a retail calendar that keeps shifting around it.

That spending strength helps explain why retailers are leaning hard into options that can be bought at the last minute without feeling careless. Amazon says its eGift Cards can be sent by email or text message, scheduled in advance and delivered immediately. Best Buy is steering shoppers toward digital gift cards that can be used for online retailers and services, including streaming subscriptions and video game purchases. Target is pairing gift cards with same-day delivery, Drive Up and Order Pickup, giving procrastinators a way to stay in the game even if shipping windows have closed.

The emotional tradeoff is clear: a digital gift can feel impersonal if it is chosen in haste, but it can also feel thoughtful when the recipient is likely to use it right away. A streaming subscription, a game purchase or a store card for same-day pickup signals utility over spectacle, which is often the better bargain when time is short. For many shoppers, that convenience is worth more than a wrapped box that arrives after Sunday.

Consumer Reports updated its 2026 gift guide on May 8 and highlighted Mother’s Day ideas built around practical, sure-to-please choices that can be delivered quickly or digitally. That emphasis reflects the market reality this year: shoppers are still willing to spend heavily, but they want gifts that can move at the speed of the calendar.