A holy day and a shopping spree rolled into one.
On May 11, as Americans observe Mother’s Day, churches across the country are expected to see a significant increase in attendance, and spending on celebrations and gifts is projected to hit a new high. According to Lifeway Research, which surveyed U.S. Protestant pastors, Mother’s Day continues to rank among the top three Sundays for church attendance—following Easter and Christmas. In 2024, 90% of pastors cited Easter as one of their top attendance days, 81% said the same for Christmas, and 51% included Mother’s Day in their top three.
While many individuals plan to express gratitude for their mothers through worship services, a large portion will also celebrate with thoughtful purchases. The National Retail Federation, in collaboration with Prosper Insights & Analytics, reported that Americans are expected to spend $34.1 billion this year on Mother’s Day, an increase from $33.5 billion in 2023. Their survey of nearly 8,000 U.S. adults, conducted in early April, revealed that 84% plan to observe the holiday, with average spending estimated at $259.04 per person.
Among the most favored gifts are flowers and greeting cards, with 74% and 73% of respondents planning to buy them, respectively. Dining out for brunch or dinner is also popular, with projected spending for these outings totaling around $6.3 billion. Flowers are expected to bring in $3.2 billion in spending, while greeting cards will account for $1.1 billion.
Jewelry is forecasted to be the highest spending category, with estimates reaching $6.8 billion. Gift cards will also be a major purchase, with an expected total of $3.5 billion. Additionally, nearly half of consumers expressed interest in finding unique gifts, with many turning to experiences—such as concerts, nature outings, or wine tastings—as meaningful ways to honor their mothers.
In terms of where shoppers plan to buy their gifts, 36% said they would shop online, while 32% will visit department stores. Specialty shops will attract 29% of consumers, and about a quarter of respondents plan to support local or small businesses for their purchases.