• by Sarah Mahoney  @mahoney_sarah, April 28, 2025

Teleflora's new Mother's Day ad

The National Retail Federation predicts people will spend $34.1 billion celebrating Mother’s Day this year, up about 2% from last year’s $33.5 billion. But rising costs mean shoppers’ dollars won’t stretch as far. Average per-person spending is expected to come in at $259, a 5.5% decline from the record $274.02 set in 2023.

The holiday remains a major retail event for the 84% of people who plan to celebrate. Whether honoring their own mothers or or mom-like figures, most shoppers are leaning toward the traditional, with 74% plannng to buy flowers, 73% to give greeting cards, and 61% treating her to a restaurant outing like brunch or dinner.

Almost half of consumers (48%) say finding something unique is their top priority, followed by 42% who want to create special memories. Experience-driven gifts like concert tickets, wine tastings, and spa days continue to rebound post-pandemic. Among men, 36% plan to give an experiential gift, up from 29% in 2019.

"Mother's Day is an important holiday for many consumers, only surpassed by the winter holidays in terms of average spending,” says Katherine Cullen, NRF’s vice president of industry and consumer insights, in a statement. “Even in the face of economic uncertainty, consumers continue to celebrate the special women in their lives with gifts and outings."

The NRF research, conducted by Prosper Insights & Analytics among nearly 8,000 adults, also shows online remains the top shopping channel (36%), followed by department stores (32%), specialty stores (29%) and local businesses (25%).

Macy’s Flower Show is celebrating its 50th anniversary by extending its event for an additional week, with floral pop-up shops in select stores and brand partnerships with YSL Beauty, Holland America Line, The Bouqs Co., and LEGO. Macy’s is also introducing its first “Bouquet of Deals” — a daily rotation of specials on its website and app.

Teleflora, owned by the Wonderful Company, just broke its annual Mother’s Day spot, “Never Walk Alone.” The company says the campaign grew from new research, which found that most don't fully appreciate their moms until adulthood.

Burberry is opting for glamour, with a campaign starring Jerry Hall, daughters Georgia May and Lizzy Jagger, and grandson Eugene. Victoria’s Secret tapped Ashley Graham for a curated Mother’s Day collection, and Hilton is offering rooftop wellness retreats and afternoon tea experiences to mark the occasion.