The Evolving Mother’s Day Shopper
Mother’s Day shopping habits are shifting, with consumers starting their gift searches earlier than ever. Most purchases are expected to happen in the month of April, making pre-season promotions and early marketing campaigns critical for retailers. Nearly all shoppers plan to browse before buying, with 68% exploring in-store and 58% researching online, underscoring the need for retailers to create seamless shopping experiences across digital and physical channels.
Younger consumers are driving changes in how shoppers find gift inspiration. Millennials and Gen Z are more likely to turn to social media and influencers when searching for the perfect Mother’s Day gift. This shift highlights the growing importance of social commerce, user-generated content, and influencer partnerships in driving purchase decisions.
Retailers that integrate compelling storytelling and interactive content into their digital strategies will have an advantage in capturing the attention of these younger, highly engaged shoppers. Curated gift guides, whether through influencer recommendations or interactive quizzes, can also simplify decision-making and enhance the shopping experience.
Unwrap more insights around Mother’s Day shoppers.
This snapshot reveals the when, where and how of Mother’s Day shopping trends and identifies specific opportunities for brands and retailers.
Where & How Consumers Are Shopping
Amazon remains the most popular retailer for Mother’s Day shopping, with 63% of consumers planning to buy gifts through the platform. However, mass merchandisers (35%), flower shops (28%), and department stores (24%) also play a key role in consumer shopping plans. While convenience and price competitiveness continue to drive retailer selection, category-specific retailers, such as florists and specialty stores, are well-positioned to capture foot traffic from last-minute shoppers.
63%
of Mother’s Day shoppers are planning to buy gifts through Amazon.
Despite being a top destination for nearly a quarter of Mother’s Day shoppers, department stores face challenges in attracting a broader audience. Price sensitivity (44%) and location inconvenience (31%) are major deterrents, limiting their potential reach. However, the right incentives can sway hesitant shoppers— 62% of consumers say discounts would entice them to shop at department stores, while 41% would be motivated by free shipping. Retailers looking to increase store traffic should prioritize targeted promotions and flexible fulfillment options to meet consumer expectations.
62%
of Mother’s Day shoppers say discounts would entice them to shop at department stores.
Omnichannel shopping continues to grow, with many consumers blending online research with in-store purchases. The ability to browse gift options online before buying in person is an increasingly important factor in the shopping journey. Retailers that invest in seamless retail integration—such as buy online, pick up in-store (BOPIS) and mobile-friendly product discovery tools—can better serve today’s omnichannel shoppers.
What Consumers Are Buying & Spending Trends
Traditional Mother’s Day gifts continue to dominate shopping lists, with flowers and chocolates ranking as the most popular choices. Beyond these staples, categories such as beauty, fragrances, and jewelry are seeing strong consumer interest, offering brands and retailers opportunities to expand their gifting assortments.
Spending levels are expected to remain strong, with nearly half of consumers planning to spend more than last year. The average expected total spend is around $190, with Millennials emerging as the most significant contributors, spending an average of $240. This presents a prime opportunity for retailers to cater to Millennials’ preferences for premium, personalized, and experiential gifts. High-value bundles, customizable product offerings, and exclusive limited-edition collections could help brands tap into this lucrative demographic.
47%
of Mother’s Day shoppers expect to spend more than they
did last year.
47%
of Mother’s Day shoppers also expect to spend the same as they did last year.
$240
Average amount Millennial shoppers expect to spend (the most of any generation).
Retail Strategies for Maximizing Sales
With consumers actively browsing before purchasing, discoverability is key. Retailers should leverage curated gift guides, personalized recommendations, and social commerce features to make it easier for shoppers to find the perfect Mother’s Day gift. AI-driven product suggestions, influencer collaborations, and well-placed in-store displays can also help drive engagement and conversion.
Department stores and other retailers looking to increase foot traffic should focus on strategic promotions and incentives. Discounts, free shipping, and loyalty rewards can help overcome key barriers to in-store shopping. Additionally, exclusive Mother’s Day experiences—such as in-store beauty treatments, fragrance sampling, or personalized engraving stations—can create compelling reasons for shoppers to visit brick-and-mortar locations.
Retailers should also take a cross-holiday marketing approach, as 59% of Mother’s Day shoppers also plan to buy for Father’s Day. By extending promotions, bundling offers, or providing discounts on future purchases, brands can maximize engagement and encourage repeat shopping. Positioning Mother’s Day as the beginning of a broader seasonal shopping cycle will allow retailers to capture additional sales and strengthen customer loyalty.
59%
of Mother’s Day shoppers also plan to buy for Father’s Day. Sign up to receive our gifting insights around this holiday (coming soon).
Make Mother’s Day Work for You
Mother’s Day 2025 presents a prime opportunity for retailers to engage shoppers with well-timed promotions, seamless omnichannel experiences, and curated product offerings. As consumers start browsing earlier and look for both traditional and experiential gifts, brands must refine their strategies to meet evolving expectations. Whether through social commerce, AI-driven recommendations, or in-store activations, the key to success lies in making the shopping experience effortless, inspiring, and rewarding.
Beyond the holiday itself, Mother’s Day serves as a springboard for broader seasonal engagement. Retailers that build momentum with compelling promotions, cross-category bundling, and extended gifting campaigns can carry this success into upcoming retail moments, including Father’s Day and summer shopping events. By anticipating consumer needs and delivering value-driven experiences, brands can turn Mother’s Day into more than just a sales spike—it can become a lasting driver of loyalty and revenue growth.
Looking to maximize sales and connect with gift shoppers?
Sources
- NIQ BASES 2025 Consumer Study
