Americans are expected to drop a casual $38 billion on Mother’s Day this year, according to the NRF, which means the annual ritual of love, obligation and panic buying is alive and well. CivicScience
datasuggests consumers are not just showing up, they are opening their wallets a little wider, too.
Before anyone in marketing declares a “resilient consumer” victory lap, take a breath. This is less a breakout rally and more a return to normal after 2025 fell apart under tariff anxiety and general economic uncertainty.
The big movement is in higher spenders. The share of people planning to spend more than $100 jumped from 10% to 14%. That means a slightly larger group has decided Mom deserves more than a $27 bouquet and a shrug.