The NRF polled 7,818 American adults 18 and older
Spending on Mother’s Day is expected to hit a record $28.1 billion this year, up from $1.4 billion from 2020, according to the National Retail Federation. Nearly 83% of the US adult population is anticipated to celebrate the annual holiday.
The survey has found that consumers plan to spend an average of $220.48 on Mother’s Day this year. This number is worth $16 more than was planned for last year and is the highest in the history of the survey.
Record spending on jewelry and electronics gifts are the main drivers of growth. Jewelry accounted for more than half (59%) of the $1.4 billion increase in spending, while electronics accounts for over a quarter (28%).
Consumers aged 25-34 also contribute to increased spending on Mother’s Day. These buyers plan to spend $367.08 on average, or $99 more than last year. These shoppers are also most likely to plan for gifts of higher price such as jewelry or electronics.
This year 49% say they plan a special Mother’s Day outing, such as brunch or other activities. Although this is a bit from last year, it is still below the pre-pandemic level.
The 2020 NRF Mother’s Day consumer poll came at a time of the rise of disconnected governments. More than a third (34%) plan to purchase their Mother’s Day gifts online this year, up until 2020 when shoppers dealt with authorized blackouts, but still above the preliminary pandemic level. Additionally, consumers also plan to shop at department stores (28%), specialty stores such as florists or jewelers (26%), and small businesses (23%).
We’ve reported that Dutch customers spent over €2.5 billion online in 2020.