Survey suggests sales will hit $25 billion

WASHINGTON – Mother’s Day spending is expected to total a record $25 billion this year, up from $23.1 billion in 2018, according to the annual survey released Wednesday by the National Retail Federation. A total 84% of U.S. adults are expected to celebrate their mothers and other women in their lives.

“Mother’s Day spending has been growing consistently over the past several years, and this year’s spending is expected to be the highest in the 16-year history of our survey,” NRF president and CEO Matthew Shay said in a statement. “Consumers are excited to celebrate all the moms in their lives, and retailers are ready to inspire consumers with unique gift options.”

While the number of people celebrating Mother’s Day is in line with last year’s 86%, those celebrating are expected to spend more this year — an average $196, up from $180 in 2018. Consumers who are 35 to 44 years old are expected to spend the most ($248 on average, up from $224 last year) and men are expected to spend more than women ($237 versus $158).

The survey found a growing interest in non-traditional gifts, including special outings and gift cards. But traditional gifts are also expected to be popular, and increased spending on jewelry is expected to account for 31% of the overall growth in Mother’s Day spending.

The 2019 survey of 7,321 U.S. adults 18 and older was conducted from April 1 to April 11 by Prosper Insights & Analytics. It has a margin of error of plus or minus 1.2 percentage points.