Flowers rank high in projected Mother's Day gift purchases

Added on 03 May 2021

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Flowers rank high in projected Mother's Day gift purchases

The National Retail Federation's (NRF) annual Mother's Day survey shows how consumers are adapting their spending and gifting plans in light of the ongoing coronavirus pandemic. This year's survey was sent to 7,818 consumers aged 18+ from April 1 through April 9, 2021. It has a margin of error of +/- 1.1%.

Mother's Day spending is expected to total a record $28.1 billion this year, up $1.4 billion from 2020. Approximately 83% percent of U.S. adults are expected to celebrate the annual holiday.

"There is a lot of consumer optimism this year as more people are getting vaccinated and stimulus checks are being distributed," says NRF President and CEO Matthew Shay. "For many, this is a chance to make up for last year's Mother's Day when we were under lockdown. With safety guidelines at top of mind, consumers are planning to be with family, are making travel plans, and organizing a special brunch or outing. All of these activities will be reflected through their purchasing decisions."

This year consumers plan to spend an average of $220.48 on Mother's Day items. This figure is $16 more than they planned to spend last year and the highest in the survey's history.

What about flowers? Well, right after greeting cards, they are the second-most popular purchase, as 68% of consumers plan to buy flowers as Mother's Day gifts this year.

Take a deeper look into the celebration trends over time here, and use the interactive charts to explore a demographic breakdown of total spending, average spending, and celebration plans.