Mother’s Day spending is expected to total a record USD 28.1 billion this year, up USD 1.4 billion from 2020, according to the annual survey released today by the National Retail Federation. Approximately 83 % of U.S. adults are expected to celebrate the annual holiday.
“There is a lot of consumer optimism around Mother’s Day this year as more people are getting vaccinated and stimulus checks are being distributed,” NRF President and CEO Matthew Shay said. “For many, this is a chance to make up for last year’s Mother’s Day when we were under lockdown. With safety guidelines at top of mind, consumers are planning to be with family, are making travel plans and organizing a special brunch or outing. All of these activities will be reflected through their purchasing decisions.”
This year consumers plan to spend an average of USD 220.48 on Mother’s Day items. This figure is USD 16 more than they planned to spend last year and the highest in the survey’s history.
Record spending on gifts of jewellery and electronics are the primary drivers of the increase. Jewelry accounts for over half (59 %) of the USD 1.4 billion increase in spending while electronics accounts for over one-quarter (28 %).
Consumers ages 25-34 are also contributing to the increase in Mother’s Day spending. These shoppers plan to spend USD 367.08 on average or USD 99 more than last year. These shoppers are also the most likely to be planning gifts of higher dollar items like jewelry or electronics. In addition to buying gifts for their own moms, these shoppers are more likely to be buying for spouses and other recipients like grandmothers or friends.
This year, nearly half (49 %) say they are planning a special Mother’s Day outing such as a brunch or other activity. While this is up slightly from last year, it is still below pre-pandemic levels.
“Even though consumers have indicated a growing comfort with pre-pandemic activities such as travel or dining out, there is still a lot of uncertainty,” Prosper Vice President of Strategy Phil Rist said. “As we’ve seen with other holiday events, a large majority (82 %) say that as a result of the pandemic, celebrating Mother’s Day this year is important to them.”
NRF’s 2020 Mother’s Day consumer survey occurred during the height of the government-mandated shutdowns. This year over one-third (34 %) plan to purchase their Mother’s Day gifts online, down from 2020 when shoppers were dealing with mandated shutdowns, but still above pre-pandemic levels. In addition to ordering items online this year, consumers also plan to shop at department stores (28 %), specialty stores like florists or jewelers (26 %) and small businesses (23 %).
The 2021 survey of 7818 U.S. adults 18 and older was conducted April 1-9 and has a margin of error of plus or minus 1.1 percentage points.
The National Retail Federation, the world’s largest retail trade association, passionately advocates for the people, brands, policies and ideas that help retail thrive. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing USD 3.9 trillion to annual GDP and supporting one in four U.S. jobs — 52 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies.
Prosper Insights & Analytics is a global leader in consumer intent data serving the financial services, marketing technology, and retail industries. We provide global authoritative market information on U.S. and China consumers via curated insights and analytics. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper helps companies accurately predict consumers’ future behavior to help identify market behaviors, optimize marketing efforts, and improve the effectiveness of demand generation campaigns.