Mother’s Day, falling on Sunday, May 11th this year, remains one of the most beloved and commercially significant holidays. As families prepare to honor the women in their lives, consumer behaviors are evolving—both in when and how they shop.

How are you celebrating Mother’s Day this year? Personally, I’m hoping for a day where I don’t have to do any household chores! No cooking or cleaning for me- I just want to spend the day relaxing with my family. And, if it’s a nice day, maybe a long bike ride or a walk with my dogs! It’s not important to me whether my family buys a gift for me, but I’m always interested in how others are shopping for holidays! Let’s dig into some recent info I found about Mother’s Day shopping trends this year.

Shopping Starts Early—and Smart

According to research by NielsenIQ, Mother’s Day shopping is happening earlier than ever. Many shoppers began their gift hunt in April, making early planning a key part of the holiday season. Today’s shoppers are also highly intentional, with nearly all browsing before buying—68% exploring in-store, and 58% researching online. The line between online and offline continues to blur, with consumers demanding a consistent and convenient experience wherever they choose to shop.

What People Are Buying

Traditional favorites still lead the way. Flowers and chocolates top the list as the most popular Mother’s Day gifts, continuing their legacy as timeless tokens of affection. But shoppers aren’t stopping there.

Other trending categories include:

  • Beauty products and fragrances – ideal for pampering gifts
  • Jewelry – a sentimental favorite for more lasting gestures
  • Personalized and experiential gifts – growing in popularity among younger demographics

NielsenIQ’s analysis also found that spending is on the rise, with nearly half of consumers planning to spend more than they did last year. The average total spend is projected to be around $190, with millennials leading the charge, spending an average of $240. This group is especially drawn to premium, customizable, and experiential gifts—think high-end bundles, exclusive collections, and personalized products.

Where People Are Shopping

Amazon remains the top shopping destination, with 63% of consumers planning to make Mother’s Day purchases on the platform. The convenience, range, and fast delivery make it a natural go-to.

Other key shopping spots include:

  • Mass merchandisers (35%)
  • Flower shops (28%)
  • Department stores (24%)

Inspiration Goes Digital

Social media is transforming the shopping process. Millennials and Gen Z are increasingly turning to influencers and user-generated content to inspire their gift choices. Platforms like Instagram, TikTok, and Pinterest now serve as modern-day gift guides, filled with authentic reviews, visual storytelling, and shareable ideas.

Whether it’s a heartfelt endorsement from a favorite creator or a viral product making the rounds, these digital platforms are deeply shaping purchase decisions—especially among younger audiences. Many of these platforms also allow shoppers to purchase directly on the site, making it even easier to buy.

Final Thoughts

Mother’s Day 2025 reflects more than just a celebration of moms—it mirrors the evolving landscape of how we shop, connect, and express appreciation. From earlier planning and increased spending to the rise of social commerce and interest in premium, personalized gifts, today’s consumers are thoughtful, tech-savvy, and eager to make the day meaningful.

As we prepare to honor the amazing women in our lives, one thing is clear: the way we shop for Mother’s Day is changing, but the heart behind it remains the same. No matter how or where you buy gifts for this holiday, remember to report your purchases to NCP!

Regards,
Taylor

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