"Momflation" is changing how we celebrate Mother's Day
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Illustration: Brendan Lynch/Axios
Americans are still showing up for mom this Mother's Day — but with more budgeting, bargain hunting and strategic splurging as "momflation" pushes up the cost of flowers, brunch and gifts.
Why it matters: Mother's Day is becoming a snapshot of the modern U.S. consumer economy: Even as shoppers complain about inflation and rising prices, many are still willing to spend on special occasions — just more selectively.
- Americans appear increasingly willing to trade down, not opt out.
By the numbers: Consumer spending on Mother's Day is expected to hit a record $38 billion this year, according to the National Retail Federation, up from the previous record of $35.7 billion set in 2023.
- Flowers remain the most popular gift category, with 75% of shoppers expected to buy them.
The big picture: Numerator survey data found 43% of shoppers planned to seek out promotions or coupons, 30% planned to buy fewer gifts and 26% planned to switch to lower-priced products.
- RetailMeNot similarly found shoppers gravitating toward lower-cost gifts and quality-time experiences over expensive purchases.
- LendingTree found 55% of shoppers say they may spend more than they can afford this year.
Zoom in: Groundwork Collaborative told Axios that flower prices are up 16% from a year ago, adding roughly $441 million in additional spending this Mother's Day season, driven in part by tariffs on imported flowers and higher air-freight costs.
- The U.S. Chamber of Commerce separately estimated new flower tariffs could add a $25 million tax on Mother's Day bouquets.
Between the lines: Americans may be cutting back elsewhere, but few want to skimp on mom.
- RetailMeNot found shoppers increasingly value "time and relief" over pricey gifts, with respondents saying the most meaningful presents are quality time, a day without responsibilities and help with chores.
Dig deeper: Brunch isn't immune either, with dining out getting pricier too.
- Wells Fargo projects Americans will spend about 4% more dining out this Mother's Day, with the average restaurant bill expected to hit roughly $67.
- "Americans love dining out, and Mother's Day is one of the biggest occasions to do it," Wells Fargo chief agricultural economist Michael Swanson told Axios.
- Swanson said brunch may offer a cheaper alternative this year as egg prices ease, while beef-heavy dinners remain expensive because of elevated beef prices.
The bottom line: Americans are still willing to spend for mom — just more strategically.
- Rising prices are pushing shoppers toward smaller bouquets, brunch over dinner and simpler gifts that still carry emotional weight.
