Mother’s Day Spending Stats & Purchase Intent


More people send cards for Mother’s Day more than any other day of the year. Second to Christmas, consumers buy more gifts for Mother’s Day than any other holiday.

This quick guide explores some of the extreme spending and consumer trends that go on each year for Mother’s Day.

Key takeaways:

  • The average person will spend $152 on Mother’s Day
  • ¼ will purchase a gift for Mom on their tablet
  • 14.6 billion will be spent on Mother’s Day
  • 24% of holiday purchases take place on Mother’s Day

Mother’s Day Spending & Purchase Intent

As Mother’s Day approaches, the National Retail Federation (NRF) and Prosper Insights & Analytics released their annual consumer survey, revealing that spending for the occasion is projected to hit a record high of $31.7 billion. 

The study also disclosed that 84% of U.S. adults will celebrate the day, with an average spending of $245.76 per consumer, up from the previous years and a whopping 25% compared to pre-pandemic levels in 2019. 

Matthew Shay, CEO of NRF, said that consumers are willing to spend a little extra on this sentimental holiday to make it memorable for the important women in their lives. It’s clear that people are eager to show their love and appreciation for their mothers, grandmothers, and other influential women in their lives.

Mother’s Day is Not Only for Mothers

Ulta Beauty’s merchandising and insights teams have noticed that Mother’s Day is evolving into a celebration of all the significant women in our lives, not just biological mothers. 

The company has seen an increasing number of guests redefine what inclusivity means to them, with many honoring women who play a maternal or supportive role, such as sisters, aunts, cousins, godmothers, and even close friends. 

A spokesperson for Ulta Beauty explained that the connection between women transcends demographics and has become a universal theme that extends to shopping and gifting. It’s heartwarming to see people acknowledging and appreciating the special women in their lives, regardless of their relationship status.

Mother’s Day is Focused on More Than Just Gifts

Those celebrating Mother’s Day seek more meaningful gifts beyond the physical realm. 

According to a recent survey by Klaviyo, experiences and gift certificates are the top choices for gift-givers and seekers. The survey found that 84% of respondents would prefer an experience as a gift on Mother’s Day rather than a tangible item, and 1 out of 5 mothers asked for gift certificates. 

Additionally, almost 40% of moms plan to treat themselves to a Mother’s Day gift, with clothing, jewelry, and beauty products being the top items on their shopping list. 

It’s clear that Mother’s Day is less about material possessions and more about creating lasting memories and pampering oneself.

Subscription Gifts Gain Popularity

The annual consumer survey conducted by the National Retail Federation (NRF) and Prosper Insights & Analytics revealed that 39% of shoppers are interested in gifting subscription services like Birchbox or Stitch Fix for Mother’s Day. 

The study also found that the most important factors for consumers when buying gifts for the occasion are uniqueness or differentiation, with 46% of respondents prioritizing this aspect. 

Creating special memories was another significant factor, with 41% of consumers highlighting it as essential when selecting the perfect present for their loved ones.

It’s evident that people are looking for gifts that go beyond the ordinary and create lasting memories for the special women in their lives.

Increased Experiential Gifting

The Ulta Beauty merchandising and insights teams have noticed a growing trend towards experiential spending as consumers seek to express themselves during special moments in life. 

The company believes this trend will continue when it comes to gifting. In response to its customers’ desires, Ulta Beauty offered gift services at The Salon at Ulta Beauty, providing guests with unique and personalized ways to celebrate Mother’s Day.

By listening to its customer base, Ulta Beauty is able to provide memorable experiences that cater to the individual needs and preferences of each guest, helping them create a special moment to cherish with their loved ones.

Gift Sets and Fragrances

Ulta Beauty has noted that while gift sets continue to be popular, consumers are also investing in individual fragrances and higher-priced skincare products. 

As Mother’s Day approaches, Ulta Beauty is embracing this trend by introducing a range of exciting new products across multiple categories. By offering a diverse range of products that cater to varying consumer preferences and budgets, Ulta Beauty is able to ensure that every customer can find the perfect gift to celebrate their loved ones this Mother’s Day.

Jewelry is Still a Top Category

Mother’s Day spending is seeing a record increase in both jewelry purchases and special outings like brunch and dinner, according to the NRF and Prosper Insights & Analytics survey. 

Prosper Vice President of Strategy Phil Rist said that jewelry remains a timeless gift choice, and its market share is increasing. The survey showed that 41% of consumers plan to gift jewelry, up from 34% in 2021. The total spending on jewelry is expected to reach $7.0 billion. 

Sezzle, a buy-now-pay-later provider, surveyed its users and found that the top categories for Mother’s Day spending are expected to be apparel (29%), beauty (18%), and jewelry (16%). For gift recipients, the preference is jewelry, apparel, and experience. 

Additionally, 36% of respondents plan to buy ethically sourced or sustainable products, but 17% believe they are too expensive.

Mother’s Day Hybrid Shopping

The NRF and Prosper Insights & Analytics survey revealed that online shopping will account for over one-third (36%) of purchases made for Mother’s Day. Meanwhile, 30% of shoppers will turn to department stores, 27% to specialty stores, and 23% to local small businesses. 

According to Sezzle’s user survey, 48% of respondents will predominantly shop for Mother’s Day online, while 26% will shop primarily in stores. 

Both surveys suggest that shoppers will continue embracing a hybrid shopping model that combines online and in-store shopping experiences.



Increase Mother’s Day Sales With a Giveaway

Mother’s Day is a great opportunity for small businesses to increase their brand visibility and engage with customers. One effective way to do this is by running a social media giveaway.

Social media giveaways are a cost-effective way to create excitement and buzz around your brand while encouraging followers to engage with your content and share it with their own networks. By offering a prize related to Mother’s Day, small businesses can tap into the emotional significance of the holiday and create a positive association with their brand.

Wishpond is an ideal solution for running a social media giveaway for Mother’s Day. With Wishpond, small businesses can easily create a customizable landing page for their giveaway, set up social media integrations to promote the giveaway and track and manage entrants. Wishpond also offers a variety of customizable templates and tools to help small businesses create effective campaigns that resonate with their audience and drive results. It could be your secret to generating a lot more revenue during a time when spending is at a high.

Written by Cara Tarbaj @ Wishpond


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