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Americans were planning on spending a total of some 38 billion U.S. dollars on Mother’s Day in 2026. This figure has increased considerably over the survey period, peaking in 2026, when consumers spent an extra 22 billion dollars on loved ones compared to 2007, when expenditure had reached around 15.7 billion dollars. 

Mother’s Day in the United States

As suggested by the name, Mother’s Day is an annual celebration that honors mothers and motherhood. The modern holiday was first celebrated in the United States in 1908, and later in 1911 it was observed as a holiday in all U.S. states. Initially the holiday was celebrated out of sentiment, however, it was soon commercialized when Mother’s Day cards were put on shelves in the early 1920s. In 2025, U.S. consumers planned to spend nearly three and a half billion U.S. dollars on gift cards for Mother’s Day.

Shopping behavior

When shopping for a gift for Mother’s Day, a considerable share of respondents to a recent survey stated that finding a unique or different gift was the most important shopping consideration. In that vein, many younger consumers planned to purchase a gift of experience for Mother's Day.