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Americans will spend more on their mothers this year than at any point in history. Here’s what $38 billion in Mother’s Day spending reveals about consumer priorities in 2026.

Mother’s Day spending is projected to hit an all-time high of $38 billion in 2026, according to the National Retail Federation (NRF) and Prosper Insights & Analytics. That shatters last year’s $34.1 billion total and tops the previous record of $35.7 billion set in 2023. The numbers reflect something deeper than seasonal gifting: Americans are increasingly willing to open their wallets for the people who matter most.

A New Record for Per-Person Mother’s Day Spending

The average American planning to celebrate will spend $284.25 this year, a new record and a meaningful jump from $259 in 2025. Participation remains broad, with 84% of U.S. adults intending to mark the occasion, consistent with recent years.

The willingness to spend stands out given the current economic backdrop. NRF Chief Economist Mark Mathews has noted that consumers continue to prioritize meaningful celebrations even amid broader financial pressures, and the 2026 data backs that up.

Where the $38 Billion Goes

Jewelry has led Mother’s Day spending for over a decade, and 2026 is no different. Americans are projected to spend $7.5 billion on jewelry alone. Special outings, including brunch, dinner, and experiences, rank second at $6.4 billion, while electronics cross the $4 billion threshold for the first time at $4.4 billion. Flowers account for $3.2 billion, and greeting cards add another $1.3 billion.

The experience category is worth watching closely. Sixty-three percent of respondents plan a special outing this year, reflecting a broader shift toward creating memories rather than simply exchanging goods. Restaurants stand to benefit in particular, with some analyses projecting Mother’s Day dining bills rising around 4%.

A Decade of Consistent Growth

Mother’s Day spending has shown unusual resilience over the past decade, consistently exceeding $33 billion in recent years and frequently outpacing inflation. The 2023 record of $35.7 billion was considered a high-water mark at the time; the 2026 projection of $38 billion suggests the trend has room to run.

The holiday has proven more durable than many seasonal retail events. Unlike discretionary categories that compress during economic slowdowns, Mother’s Day spending has held firm, making it one of the more reliable annual boosts for retail and hospitality.

The Ripple Effects Beyond the Register

Jewelry stores, florists, restaurants, and department stores all see measurable lifts in the weeks surrounding Mother’s Day, and small businesses, particularly those offering personalized or local gifts, are well-positioned to capture a share. Flower imports and jewelry demand spike in the supply chain well ahead of the second Sunday in May, creating upstream economic activity that extends far beyond the retail floor.

E-commerce plays a significant and growing role, blending convenience with last-minute purchasing behavior. Online channels now compete directly with brick-and-mortar for Mother’s Day dollars, compressing what was once a slower, in-store-dominated gifting cycle.

Why Consumers Keep Spending More

Mother’s Day occupies a unique emotional position in the holiday calendar. Unlike more broadly commercialized events, it feels personal. People are spending on moms, grandmothers, and mother figures in their lives, and the premium for quality and sentimentality runs high. Flower bouquets have risen roughly 7% year-over-year in some markets, and consumers are absorbing the increase rather than trading down.

Behavioral economists describe this pattern in terms of “protected values,” the idea that certain relationships feel categorically different from transactional ones. Mother’s Day gift-givers tend to resist price sensitivity in ways that don’t apply to other retail categories.

The Bottom Line

At $38 billion, Mother’s Day is no longer a greeting-card holiday. It is one of the most economically significant retail events of the year, supporting jobs across retail, hospitality, logistics, and agriculture while delivering a timely pre-summer lift to the broader economy.

For entrepreneurs and small business owners, the numbers point to a clear opportunity. Consumers are actively seeking quality and personalization, and they’re willing to pay for it. The businesses that best capture that intent in the lead-up to the second Sunday in May are positioned to participate in a record-breaking moment.

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