Misryoum reports the NRF projects $38B in Mother’s Day spending, with flowers and greeting cards leading plans nationwide—even amid economic uncertainty.
Mother’s Day is just around the corner, and Americans appear ready to spend—even as broader economic worries linger.
The National Retail Federation projects record spending for the holiday honoring mothers and mother figures on May 10.. Misryoum reports the NRF expects Americans to spend about $38 billion overall, translating to roughly $284.25 per consumer who plans to celebrate.. The forecast matters because it offers a real-time snapshot of where households feel comfortable putting money during a period when many are watching prices closely.
Record spending, familiar favorites
According to an NRF survey cited by Misryoum, about 84% of U.S.. adults say they plan to celebrate Mother’s Day in some form.. Among those consumers, flowers are the clearest signal of intent: roughly 75% of respondents say they plan to buy flowers.. Greeting cards follow closely, with about 74% saying they’ll purchase one.. Other common choices include taking mom on a special outing (63%), buying a gift card (55%), and giving jewelry (45%).
The pattern is revealing.. It suggests Mother’s Day demand is being driven by “quick-to-shop” and “emotionally direct” items—gifts that communicate appreciation without requiring major planning or big-ticket budgeting.. In practical terms. flowers and cards can scale with different income levels. while experiences and gift cards give shoppers flexibility if they’re weighing what the rest of the month’s bills will look like.
Why the NRF expects a “banner year”
Misryoum notes that the NRF points to Americans leaning into the holiday despite economic uncertainty.. NRF Chief Economist and Executive Director of Research Mark Mathews said consumers are “gifting from the heart. ” seeking unique gifts that create lasting memories for the mothers in their lives.. The framing is less about luxury and more about meaning—an important distinction as inflation and cost-of-living pressures have shaped consumer behavior over the last couple of years.
The survey also helps explain why the holiday continues to hold up as a national retail moment.. Mother’s Day is time-bound, socially reinforced, and culturally consistent.. That combination tends to create predictable demand—especially when it doesn’t require consumers to commit to long-term purchases.. For retailers, that predictability is valuable: it supports inventory planning, staffing decisions, and promotional timing.
For Florida, the expectation is even brighter.. Scott Shalley. president and CEO of the Florida Retail Federation. said Florida retailers anticipate a “banner year” in the Sunshine State.. He described Mother’s Day as a moment for shoppers to show appreciation through flowers, jewelry, or a one-of-a-kind experience.
Misryoum adds that Florida’s retail federation also promotes its “Find It in Florida” initiative. designed to guide consumers toward local stores and shops.. That matters because Mother’s Day spending isn’t only a national tally; it also reflects how communities decide to shop—whether consumers choose major chains. local businesses. or a mix of both.
Economic signals behind the holiday spending
There’s a deeper policy-adjacent story hiding inside the numbers.. Consumer spending forecasts are often treated as purely commercial, but they can also serve as a barometer of household confidence.. When households continue to purchase even with economic uncertainty. it suggests wages. savings buffers. or short-term budgeting strategies are still working well enough to support discretionary—though not necessarily extravagant—purchases.
For retailers and local businesses, record holiday performance can translate into more than sales.. It can impact hiring, vendor relationships, and whether owners expand hours or inventory ahead of future seasonal demand.. For consumers, it can mean more competitive pricing and more variety in last-minute options, particularly for flowers and greeting cards.
The survey Misryoum references included 7. 877 adult consumers polled between April 1 and April 8. reinforcing that the intent captured this month may carry into the final two-week push before May 10.. It also comes after a previous record: the prior Mother’s Day high was set in 2023, when Americans spent $35.7 billion.
If this year’s projection holds, it would mark another step upward and underscore that Mother’s Day remains resilient.. And while the choices—flowers. cards. outings. gift cards. jewelry—may look routine. their consistency points to something enduring in U.S.. consumer culture: people want a reliable way to show they care.
As May 10 approaches, the real test for shoppers and retailers alike will be how much of that intent turns into purchases—and what those purchases say about spending patterns in the months ahead.