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Mother's Day spending

Increase in Mother’s Day Spending Expected This Year

The National Retail Federation (NRF) and Prosper Insights & Analytics conducted a consumer survey that found 84 percent of Americans plan to celebrate Mother’s Day this year. Spending on Mother’s Day is expected to top $31.7 billion, up $3.6 billion from 2021. 

“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,” says NRF president and CEO Matthew Shay.

According to the survey, consumers plan on spending $25 more this year, around $245.76 per person. Average spending in jewelry and special outings like brunch or dinner are both up this year, driving the surge in extra spending. Experience-based gifts like concert tickets or sporting events are expected to account for 27 percent of purchases, the highest since the survey started in 2016. Nearly 75 percent of shoppers will buy greeting cards, and 72 percent plan on purchasing flowers.

“Jewelry remains a timeless gift selection for Mother’s Day and continues to capture an increasing market share,” says 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.”

Consumers want to buy Mother’s Day gifts that are meaningful, with 46 percent of respondents looking for a gift that is unique or different and 41 percent wanting to purchase a gift that creates a special memory. 

Click here to download social media graphics to promote Mother’s Day spending at your operation.

About Lindsey Thompson

Lindsey joined the NHPA staff in 2021 as an associate editor for Hardware Retailing magazine. A native of Ohio, Lindsey earned a B.S. in journalism and minors in business and sociology from Ohio University. She loves spending time with her husband, two kids, two cats and one dog, as well as doing DIY projects around the house, going to concerts, boating and cheering on the Cleveland Indians.

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