Americans expected to spend $34B this Mother's Day

What you probably already know: Every day is a good day to honor the moms and mother figures in our lives, and the second Sunday in May gives Americans the chance to do so with intention. Mother’s Day has been a holiday in the U.S. since President Woodrow Wilson made it official in 1914, but its origins extend farther back in time and those who called for its creation had varied opinions on what it should stand for. Women’s rights advocate, abolitionist, and poet Julia Ward Howe issued her so-called “Mother’s Day Proclamation” in 1870 — an appeal to mothers everywhere to unite under the common flag of peace and promote the resolution of international conflicts without bloodshed. Her vision of a global body of women coming together once a year to hold council didn’t materialize, but Howe did establish a Mother’s Peace Day, which was celebrated for many years in Boston.

The mother of Mother’s Day: The call for a nationally recognized Mother’s Day was amplified in the early 20th century by social activist Anna Jarvis of Philadelphia. When she was 12 years old, Jarvis heard her mother pray for “a memorial mothers day commemorating her for the matchless service she renders to humanity in every field of life.” When her mother died on the second Sunday in May in 1905, Jarvis swore to answer her mother’s prayer and started lobbying at the local, state, and national levels for the country to establish an official holiday. The movement, which quickly spread to other countries, resulted in the president’s proclamation just a handful of years later. However, historians have noted how the meaning Jarvis assigned to the holiday deviated from her mother’s dream: Jarvis wanted the day to recognize mothers individually for their role within family life, while her mother’s prayer called for a “mothers’ day” recognizing their contributions to their communities.

By the numbers: While Jarvis adamantly opposed the commercialization of Mother’s Day, today the holiday is a cash cow. Katherine Cullen, the vice president of industry and consumer insights at the National Retail Federation (NRF), said Mother’s Day is “only surpassed by the winter holidays in terms of average spending.” This year, consumer spending is expected to reach $34.1 billion — up from $33.5 billion in 2024, but still under the 2023 record of $35.7 billion. In the U.S., 84% of adults are expected to celebrate Mother’s Day this year and spend, on average, about $259 on gifts, according to a NRF survey.

What does Mom really want? Flowers, cards, and special outings round out the top three gifts Americans plan to give this Mother’s Day. A Formidable poll revealed what the mothers in our readership are hoping for: 44% of respondents said they wanted quality time with family, while the second most popular answer was a tie between spa time (or a massage) and a solo staycation. The latter aligns with a Present.com survey that found moms across the U.S. are craving “momcations” and broke down their dream destinations by state. Spoiler: They mostly chose quiet, scenic places. So if you still need a last-minute gift for the mom in your life, you don’t necessarily need to run to the store — a fun hike, picnic, or a scenic afternoon drive might be the perfect way to show her how much you care.