Mother’s Day spending is on track to hit a record $38 billion this year, according to the National Retail Federation, up from $35.7 billion in 2023. Yet consumers are increasingly turning to coupons, cheaper products, and fewer gifts — a trend the National Retail Federation calls a snapshot of the modern U.S. consumer economy.
The phenomenon, dubbed “momflation,” reflects a paradox: Even as shoppers complain about inflation and rising prices, many remain willing to splurge on special occasions — just more selectively. A Numerator survey found 43% of shoppers plan to seek promotions, 30% expect to buy fewer gifts, and 26% will switch to lower-priced items.
Flowers remain the most popular gift category, with 75% of shoppers expected to buy them. But RetailMeNot noted a shift toward lower-cost gifts and quality-time experiences over expensive purchases. Meanwhile, LendingTree data showed 55% of shoppers say they may spend more than they can afford this year.
The data suggests Americans are trading down rather than opting out entirely. This selective spending behavior could signal broader consumer caution, as households prioritize experiences and value over quantity and luxury.
Some analysts caution that the record spending figure may be inflated by higher prices rather than increased volume. If price growth outpaces unit sales, the economic signal could be weaker than it appears.