Mother’s Day spending is expected to total a record $28.1 billion this year, up $1.4 billion from 2020, according to the annual survey released today by the National Retail Federation. Approximately 83% of U.S. adults are expected to celebrate the annual holiday.

“There is a lot of consumer optimism around Mother’s Day this year as more people are getting vaccinated and stimulus checks are being distributed,” NRF President and CEO Matthew Shay said.

“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.

$220.48 | This year consumers plan to spend an average of on Mother’s Day items.

$16 | How much more than they planned to spend last year and the highest in the survey’s history.

59% | Jewelry accounts for over half (59 percent) of the $1.4 billion increase in spending

28% | Electronics account for over one-quarter of spending

Consumers ages 25-34 are also contributing to the increase in Mother’s Day spending.

49% | This age group says they are planning a special Mother’s Day outing such as a brunch or other activity. (While this is up slightly from last year, it is still below pre-pandemic levels. )

Last year, NRF’s 2020 Mother’s Day consumer survey occurred during the height of the government-mandated shutdowns.

• This year over one-third (34%) plan to purchase their Mother’s Day gifts online, down from 2020 when shoppers were dealing with mandated shutdowns, but still above pre-pandemic levels.
  
• In addition to ordering items online this year, consumers also plan to shop at department stores (28%), specialty stores like florists or jewelers (26%), and small businesses (23%).

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