Consumers plan to spend $274.02 per person, the highest in the history of the survey and up from the previous record high of $245.76 in 2022. The top spenders are those ages 35-44, who are expected to spend an average of $382.26 on Mother’s Day, according to the annual survey by the National Retail Federation (NRF) and Prosper Insights and Analytics.

Expected spending is up across all gift categories, and gifts of apparel are among the primary drivers of growth this year. In addition to online and department stores—both at 34 per cent, consumers are also planning to shop at specialty stores at 30 per cent, local and small businesses at 24 per cent, and discount stores at 23 per cent. And more are looking at product subscription boxes, with 46 per cent interested in this option, up from 39 per cent last year.

“Mother’s Day provides Americans with an opportunity to honour important women in their lives,” said NRF president and CEO Matthew Shay. “As people make plans to celebrate this year, retailers are prepared to help shoppers find gifts of appreciation and admiration for those they want to recognise on this special day.”

“While most consumers shopped online last year for the perfect Mother’s Day gift, we are seeing just as many people turn to department stores as a shopping destination this year,” said Prosper’s executive vice president of strategy Phil Rist. “Gifts of experience continue to grow in popularity, with nearly one-third of those celebrating Mother’s Day planning to give a gift of experience.”

The survey of 8,164 US adult consumers was conducted April 3-11, 2023, and has a margin of error of +/- 1.1 percentage points.

Fibre2Fashion News Desk (NB)