Life News

A record $38bn Mother's Day, but shoppers buy smaller bouquets and brunch over dinner

Americans are expected to spend more than ever on Mother's Day on May 10. The National Retail Federation (NRF) forecast a record $38 billion, up from $34.1 billion last year and above the previous record of $35.7 billion in 2023, with average spending of $284.25 per person. Its survey of 7,877 adults found 84% plan to celebrate; 75% will buy flowers and 74% greeting cards. Jewellery leads by value at $7.5 billion, and electronics passes $4 billion for the first time in the survey's history. A record one-third plan to give experiences such as concert tickets.

"Consumers are gifting from the heart, seeking unique gifts that create lasting memories" — Mark Mathews, NRF chief economist

Axios looked at the price side, which it called "momflation". Groundwork Collaborative says flower prices are up 16% from a year ago, adding roughly $441 million to Mother's Day spending, partly because of tariffs on imported flowers and higher air-freight costs. A Numerator survey found 43% planned to look for coupons, 30% to buy fewer gifts and 26% to switch to cheaper products, and LendingTree found 55% may spend more than they can afford. Wells Fargo expects the average restaurant bill to reach about $67, and said brunch may be cheaper than beef-heavy dinners as egg prices ease. FashionUnited carried the record $38 billion forecast to the fashion and retail trade.

How each outlet framed it

• NRF — the headline record, gift categories and where people shop.
• Axios — how higher flower and restaurant prices change what people buy.
• FashionUnited — the forecast as news for retailers.

Where the numbers differ: A record total does not mean more gifts. The NRF counts dollars, while the surveys Axios cites show shoppers becoming more selective; RetailMeNot found people most value quality time, a day without responsibilities and help with chores.