Mother's Day Spending Hits Record $38B Amid 'Momflation' as Shoppers Seek Savings and Meaningful Gestures

Americans are still showing up for mom this Mother’s Day—but with tighter budgets, sharper bargain hunting, and more selective spending as "momflation" drives up the cost of flowers, brunch, and gifts.

Why it matters: Mother’s Day has become a microcosm of the modern U.S. consumer economy. Even as shoppers voice concerns over inflation and rising prices, many remain willing to spend on special occasions—just more deliberately and with greater caution.

By the Numbers: Record Spending Despite Inflation

• Consumer spending on Mother’s Day is projected to reach a record $38 billion this year, according to the National Retail Federation—up from the previous record of $35.7 billion in 2023.
• Flowers remain the most popular gift category, with 75% of shoppers expected to purchase them.

Shoppers Prioritize Savings and Meaning Over Pricey Gifts

Data from multiple surveys reveals a clear shift in consumer behavior:

• 43% of shoppers plan to seek out promotions or coupons, according to Numerator.
• 30% intend to buy fewer gifts.
• 26% will switch to lower-priced products.
• RetailMeNot found that shoppers are increasingly favoring quality-time experiences and lower-cost gifts over expensive purchases.
• 55% of shoppers told LendingTree they may spend more than they can afford this year.

Flower Prices Surge, Adding Millions to Mother’s Day Costs

Groundwork Collaborative reported that flower prices have risen 16% year-over-year, adding roughly $441 million in extra spending this season. This increase is partly attributed to:

• Tariffs on imported flowers.
• Higher air-freight costs.

The U.S. Chamber of Commerce estimated that new flower tariffs could impose an additional $25 million tax on Mother’s Day bouquets.

Brunch and Dining Out Face Inflation Pressures Too

Brunch isn’t immune to rising costs. Wells Fargo projects that Americans will spend about 4% more dining out this Mother’s Day, with the average restaurant bill expected to reach roughly $67.

"Americans love dining out, and Mother’s Day is one of the biggest occasions to do it."

Michael Swanson, chief agricultural economist at Wells Fargo, told Axios that brunch may offer a more affordable alternative this year, as egg prices ease. However, beef-heavy dinners remain expensive due to elevated beef prices.

The Bottom Line: Strategic Spending for Mom

Americans are still willing to spend for mom—but they’re doing so more strategically. Rising prices are pushing shoppers toward:

• Smaller bouquets.
• Brunch over dinner.
• Simpler gifts that carry emotional weight.

In a high-inflation economy, the most meaningful gifts may no longer be the most expensive ones.