Mother’s Day is a time to celebrate and honor the incredible women who play the role of mothers in our lives. As the day approaches, people search for a gift to show their appreciation. This post explores the dynamics behind Mother’s Day shopping habits, examining the trends in gifting and how they align — or sometimes don’t — with mothers’ expectations. Whether it’s the classic bouquet of flowers, a homemade card, or a day of relaxation, let’s dive into the patterns and uncover what really makes this day special for the moms who do it all.
Our shopper insights survey of 350 people in the USA revealed that about 70% of people intend to buy a gift for a mother in their life with more than 40% intending to buy a gift for their own mother, 14% buying a gift for their partner’s mother, and 24% of men buying a gift for the mother of their children.
Shopping for Mother’s Day gifts might seem straightforward at first glance, with many traditional options readily available at local stores. Shoppers indicate that they generally visit a mass merchandise store (52%) like Target or Walmart, spend $35 to $199 (76%), and come home with the optimal assortment of flowers (50%), a gift card (36%), and candy or chocolate (32%). They might also finish mom’s special day with a meal at a restaurant (30%)
However, retailers that want to be more successful at driving sales among their shoppers will recognize that mothers aren’t a homogenous group of people. In fact, our data show that regardless of the age of their children, moms generally receive the same kinds of gifts even though the type of gifts they value differs depending on the age of their children.
Traditional symbols matter for moms of younger kids
For moms with kids under the age of ten, traditional gifts hit the spot. Moms value receiving flowers (47%), candy or chocolate (47%), a gift card (68%), and time with their family (50%) including a restaurant meal (56%).
Further, moms with younger kids are also more likely to appreciate tangible, personalized items like clothing (33%), jewelry (32%), or cosmetics (27%), gifts that reinforce their individuality as mature, attractive women.
These kinds of traditional gifts are a great way for newer moms to relish in the joy of their first Mother’s Day experiences. Retailers can make it easier for younger children with potentially limited budgets to buy Mother’s Day gifts by creating dedicated sections in-store or online with a variety of affordable options. These sections might feature smaller, lower-cost items to give kids plenty of choices without stretching their finances.
Additionally, offering experience-based gifts, such as a “Mommy and Me” activity voucher or a coupon for an experience, can be both budget-friendly and meaningful, allowing children to share special moments with their moms. By providing these accessible and personalized gifting options, retailers can empower kids to find thoughtful presents while fostering a sense of connection and creativity.
Indulge the mom of older kids
On the other hand, moms of preteens and teenagers already have a decade of Mother’s Day experiences behind them. They love and value the personal touches of a gift card (58%), a meal at a restaurant (53%), and flowers (49%).
However, they’re also ready to enjoy some indulgent treats or experiences that focus on relaxation and enjoyment. They’d like to receive candles (53%) and an outing or experience (44%). In comparison to moms of younger kids, they’re much more likely to value a gift of alcohol or wine (20% vs 9%) as well as a spa experience (41%).
Brands aiming to capture the teenage shopper demographic for Mother’s Day gifts can tailor their offerings to align with the types of presents moms value most. To attract teen shoppers, brands should focus on creating accessible, stylish, and budget-friendly gift options that still feel luxurious. Consider offering spa day vouchers, relaxation kits, or self-care gift baskets that are affordably priced yet convey a sense of indulgence.
Promoting these items through social media channels frequented by teens — like TikTok or Instagram — can build awareness and excitement. Brands can collaborate with teen-friendly influencers to demonstrate how these gifts can make their moms feel special.
Additionally, creating bundle deals that include spa experiences and other relaxation products can offer a simple and appealing way for teens to find the perfect Mother’s Day gift without breaking the bank. By targeting this demographic with thoughtful promotions and curated selections, brands can help teenagers find gifts that bring joy and relaxation to their moms on Mother’s Day.
Summary
Mother’s Day is a complex and meaningful celebration, with gift-giving trends that reflect the evolving dynamics of motherhood. The insights we’ve explored reveal that while some traditional gifts remain popular, the preferences of mothers vary depending on their stage in life and the age of their children. This variety creates unique opportunities for retailers and brands to customize their offerings to meet the diverse needs and desires of moms everywhere.
Ultimately, Mother’s Day is about celebrating the unique and irreplaceable role of mothers. By recognizing the different needs and expectations of moms at various stages, retailers and brands can create campaigns that resonate deeply, leading to a more meaningful and successful Mother’s Day for everyone involved. The shopper insights experts at Explorer Research have the deep knowledge and tools to help you understand the needs of your shoppers, and ultimately build a stronger path to purchase. Get in touch with us to explore your opportunities further.
Note: In April 2023, 348 adults across the USA completed a 5-minute self-administered questionnaire. As with all non-probability samples using access panels, margin of error cannot be calculated and the results are subject to both sampling and non-sampling error.
