While the number of people celebrating Mother’s Day is about the same as the 86 percent celebrating last year, those celebrating are expected to spend more at an average $196 compared with $180 in 2018. Consumers ages 35-44 are likely to spend the most at an average $248, up from $224, and men are likely to spend more than women at $237 compared with $158.
Newer models of gift-giving including special outings and gift cards are growing, in addition to more traditional gifts including flowers, greeting cards, and jewelry. Increased spending on jewelry represents 31 percent of the expected increase over last year.
Many of those celebrating cited finding something unique, 44 percent, as the most important factor when picking out a Mother’s Day gift, followed by one that creates a special memory, 39 percent.