Mother’s Day Gifts, Traditions, and Spending: What Shoppers Should Know
Mother’s Day is one of the most widely observed holidays in the United States, and for shoppers it presents a familiar but evolving challenge: choosing a meaningful gift for one or more recipients without overspending or repeating the same present year after year. This guide explains what the available research shows about how people celebrate, what they buy, how much they typically spend, and which criteria help shoppers make a confident choice. It draws on 2024 survey research from Prosper Insights & Analytics, analyzed by Dr. Martin Block of Northwestern University’s Retail Analytics Council. Where the data is U.S.-specific or time-bound, that is stated clearly.
Direct answer and decision summary
If you are shopping for Mother’s Day, the short answer is this: most celebrators still buy flowers and greeting cards, but spending preferences have shifted toward experiences, and the single most important factor for many buyers is finding a gift that feels unique. According to the 2024 research, 84.2% of surveyed respondents said they celebrate Mother’s Day, making it the third most popular American holiday after Christmas and the 4th of July. Among those who celebrate, the average reported spend was $254.04, though that figure covers an average of about 1.5 recipients, which works out to roughly $111.52 per recipient.
That per-recipient average matters more for budgeting than the headline number. A shopper buying for one mother and one wife, for example, is looking at a materially different budget than someone buying a single gift. Spend also varies by relationship: wives received the highest per-recipient spend at $145.26, followed by mothers or stepmothers at $120.01.
Three practical takeaways follow from the data:
- Flowers and cards remain the default. 74.3% of celebrators planned to buy flowers and 73.7% planned to buy greeting cards in 2024. These are safe, low-risk choices but also the least distinctive.
- Experiences are gaining ground. 57.2% of respondents said they prioritize spending on experiences such as a special meal or a spa day over physical gifts, versus 42.8% who prioritize a special physical item.
- Uniqueness is the top purchase driver. 47.5% cited finding a unique or different gift as important, ahead of convenience (25.2%) and cost-effectiveness (18.9%).
One caveat for global shoppers: this research reflects U.S. consumer behavior and U.S. holiday timing (Mother’s Day fell on Sunday, May 12 in 2024). Celebration customs, gift norms, and typical spend differ substantially by country. Treat the figures here as directional for the U.S. market rather than universal.
Key options and criteria
The research divides Mother’s Day purchases into two broad families: physical gifts and experiences. Understanding which family fits your recipient is the first real decision.
Physical gift categories, ranked by how many celebrators planned to buy them in 2024, include gift cards and certificates (51.3%), clothing or accessories (43.3%), jewelry (40.3%), housewares or gardening tools (27.1%), books or CDs (23.6%), and consumer electronics or computer accessories (21.0%).
Experience categories include special outings such as dinner or brunch (59.3% planned to give one) and personal services such as a spa day, facial, or massage (31.5%).
When you compare categories by average spend rather than by participation, the ranking changes. Jewelry led at $131.90 per buyer, followed by consumer electronics at $126.78, special outings at $75.85, and personal services at $70.65. Flowers averaged $32.18 and greeting cards $11.06. In other words, flowers are the most common purchase but among the smallest in dollar terms — they tend to be a companion gift rather than the main event.
Several criteria are worth weighing deliberately:
- Uniqueness versus convenience. The data shows buyers care far more about a distinctive gift than an easy one, which suggests that a slightly less convenient but more personal option may land better.
- Memory-making potential. 42.9% said finding a gift that creates a special memory was important. This is consistent with the shift toward experiences.
- Budget realism. With 22.3% of respondents planning to spend more than the previous year and 10.8% planning to spend less, most people (51.1%) planned to spend about the same.
A word of caution on trend data: while several categories grew over an eight-year horizon, many declined year over year in 2024. Spending on clothing fell 9.0%, jewelry 8.7%, housewares and gardening tools 11.8%, consumer electronics 16.7%, and books or CDs 14.5% compared with the prior year. The report attributes the broad year-over-year drop to the economic climate. Category-level spending is volatile, so use these figures to understand relative priorities rather than to predict what a specific product will cost.
How to check fit, compatibility, or terms
Because most Mother’s Day gifts are purchased online or through multi-channel retailers, the practical question is how to confirm a gift will actually work before you commit. In 2024, online was the leading purchase channel at 35.4%, followed by department stores at 32.3% and specialty stores at 29.3%; local and small businesses accounted for 25.5%. Online and local shopping both grew year over year, while specialty clothing stores dropped sharply.
Before buying, check these points against the specific product page or store policy — the underlying research does not cover them, so they must be verified at the point of sale:
- Sizing and fit. Clothing and accessories are a major category, and sizing conventions differ by brand and by region. Confirm the size chart for the exact item and whether the store uses local or international sizing.
- Compatibility. For consumer electronics and computer accessories, verify the model, connector type, voltage, and any regional requirements such as plug standards. The research identifies electronics as a significant category but does not describe compatibility rules, so confirm these on the product listing.
- Delivery timing. Mother’s Day is date-specific. Check the store’s stated processing and shipping windows against the holiday date in your country, and note that delivery estimates are commitments made by the retailer, not by this article.
- Experience bookings. For outings, spa services, or classes, confirm whether the voucher or booking is date-restricted, transferable, or refundable.
- Gift cards and certificates. Check the expiry terms, whether they can be used online or in-store, and any regional restrictions.
- Subscription boxes. 42% of respondents expressed at least some interest in gifting a subscription box service, while 38.1% were not interested at all. If you choose one, confirm the billing cycle, cancellation terms, and whether the recipient can pause or swap selections.
- Prices, duties, and taxes. For cross-border purchases, import duties and taxes may apply on top of the listed price. These vary by destination and are not reflected in the U.S. spending averages above.
Treat any specific price, stock level, or delivery promise as something to verify on the store at the time of purchase. Such details change frequently and are not part of the survey data cited here.
Common mistakes and verification checklist
The research points to several patterns that trip buyers up. Avoiding them is mostly a matter of matching the gift to the recipient and the occasion rather than defaulting to habit.
Mistake 1: assuming one gift covers everyone. Celebrators reported an average of 1.5 recipients; 22.5% celebrate two people and 10.6% celebrate three or more. If your list includes a mother, a wife, and a grandmother, the total budget is closer to the sum than to the $254.04 average. Grandmothers received an average total spend of $311.93 across 2.9 recipients, and godmothers $419.06 across 3.6 recipients.
Mistake 2: defaulting to flowers and a card when the recipient values experiences. Flowers and cards are the most-purchased items, but the stated preference is tilting toward experiences. If you are unsure, a shared meal, outing, or service may align better with what the recipient actually wants.
Mistake 3: leaning on cost as the deciding factor. Only 18.9% of respondents said finding a cheaper or most cost-effective gift was important, versus 47.5% who prioritized uniqueness. Overspending is a real risk, but so is choosing a generic gift purely because it is cheap.
Mistake 4: ignoring that gift buyers face real pressure. The report notes that buyers face mounting pressure, exacerbated by inflation and the search for unique presents. Building a shortlist early reduces the risk of a rushed, mismatched purchase.
If you want gift inspiration, note that 67.7% of respondents said they look to retailers for ideas at least sometimes, including 21.0% very often and 13.0% always. Retailer curation is a legitimate starting point — just confirm the specifics yourself.
Verification checklist before checkout:
- Confirm the recipient count and assign a rough budget per person.
- Decide whether the recipient leans toward experiences or physical items.
- For physical goods: check size, compatibility, and regional requirements.
- For experiences: check booking windows, restrictions, and transferability.
- For gift cards and subscriptions: check expiry, billing, and cancellation terms.
- Confirm delivery timing against the Mother’s Day date in your country.
- Check duties, taxes, and return policy for cross-border orders.
- Re-verify price and availability on the store page at purchase time.
Frequently asked questions
How many people celebrate Mother’s Day?
In the 2024 U.S. survey, 84.2% of respondents said they celebrate, placing it third behind Christmas (93.4%) and the 4th of July (87.2%). Celebration rates have been broadly stable over the prior eight years, with a sharp dip in 2021 and a slight recovery since.
How much do people typically spend?
The average reported spend was $254.04, covering about 1.5 recipients, or roughly $111.52 per recipient. Per-recipient spend was highest for wives at $145.26 and mothers or stepmothers at $120.01. These are U.S. averages and will not reflect prices or norms in other markets.
What are the most common gifts?
Flowers (74.3%) and greeting cards (73.7%), followed by special outings such as dinner or brunch (59.3%), gift cards (51.3%), clothing (43.3%), and jewelry (40.3%).
Are experiences really more popular than physical gifts?
They are growing in priority. 57.2% said they prioritize experiences over physical gifts, and 20.1% reported adding new traditions such as an outing, brunch, or spa day since the pandemic. At the same time, many physical categories still see majority participation, so this is a shift in emphasis rather than a replacement.
Where do people shop for Mother’s Day gifts?
Online leads at 35.4%, ahead of department stores (32.3%), specialty stores (29.3%), and local or small businesses (25.5%).
Do celebrators differ from non-celebrators?
The research found celebrators were more likely to be male, married, have children, and have higher income, and were more likely to be Gen-Z or Millennial. Non-celebrators skewed older, with an average age of 58.5 versus 47.7 overall. The report also found that those who plan to celebrate reported higher overall happiness across the measured categories.
How should I choose between a physical gift and an experience?
Use the recipient’s stated preferences first, then your budget. If you are unsure, note that uniqueness and memory-making rank highest among purchase factors, while cost-effectiveness ranks lowest — so a thoughtfully chosen experience or a distinctive item is more likely to satisfy than a generic one.
When you are ready to shop, browse the relevant category on LightInTheBox, then verify sizing, compatibility, delivery timing, and store terms on the product page before you buy.