April 27, 2022
NRF expects Mother’s Day spending to reach $31.7 billion this year

Mother’s Day spending is expected to total $31.7 billion this year, up $3.6 billion from 2021’s record spending, according to the annual consumer survey released today by the National Retail Federation and Prosper Insights & Analytics. Approximately 84% of U.S. adults are expected to celebrate Mother’s Day.

“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,” said Matthew Shay, president and CEO for NRF.

Consumers are planning to spend $25 more this year on Mother’s Day purchases and are expected to spend a record average of $245.76.

Jewelry purchases and special outings such as dinner or brunch are driving this year’s spending increases, marking a record in the survey’s history for average spending in both categories.

“Jewelry remains a timeless gift selection for Mother’s Day and continues to capture an increasing market share,” Phil Rist, vice president of strategy for Prosper said. “Forty-one percent of consumers are planning to gift jewelry this year, up from 34% in 2021 and total spending on jewelry is expected to reach $7.0 billion.”

There is also a notable uptick in the number of shoppers seeking gifts that cannot be wrapped. Gifts of experience like concert or sporting event tickets will be given by 27% of Mother’s Day shoppers, up from 23% last year and the highest since NRF started tracking this category in 2016.

More than half of consumers (57%) are planning to spend an average of $40.90 on a special outing like dinner or brunch, signaling continued post-pandemic prioritization of quality time with loved ones.

Greeting cards and flowers continue to be staple gift categories with 75% of shoppers planning to buy greeting cards and 72% planning to buy traditional Mother’s Day bouquets.

Finding meaningful Mother’s Day gifts remains a top priority for shoppers. The topmost important factors are finding a gift that is unique or different (46%) and finding a gift that creates a special memory (41%).

Over one-third (36%) are planning to make their purchases for the holiday online. Another 30% of consumers are planning to shop at department stores, 27% at specialty stores and 2% at local small businesses.

In addition, 39% of consumers are interested in gifting product subscription services such as Birchbox or Stitch Fix, extending the gift-giving experience beyond Mother’s Day.

The survey of 8,574 consumers was conducted April 1-11, 2022, and has a margin of error of plus or minus 1.1% points.

Stationery Trends ST Spring 2024 cover
Get one year of Stationery Trends in both print and digital editions for only $15.

Interested in reading the print issue of Stationery Trends?

Subscribe Today »