Mother's Day 2026 Spending to Hit Record $38 Billion as Consumers Prioritize Experiences

Key facts

• National Retail Federation projects record $38 billion in Mother's Day spending for 2026.
• 84% of Americans plan to celebrate Mother's Day in 2026.
• Per-person gift spending is expected to reach $284.
• 63% of respondents plan to gift a special outing or experience.
• Gen Z and Millennials are more likely to dine out with their mothers, per OpenTable survey.
• Confectionery sales grew 3.7% from 2023 to 2024 and 3.3% from 2024 to 2025.
• Dark chocolate dollar growth led the category at 15% in 2025.
• Asian households prioritize healthy or better-for-you gifts; foreign-born U.S. households are 1.8x more likely to gift specialty coffee or tea.

Record Spending Forecast for Mother's Day 2026

Mother's Day 2026 is poised to shatter spending records, with consumers expected to shell out $38 billion, according to an annual survey by the National Retail Federation. That figure surpasses last year's $34.1 billion and the previous record of $35.7 billion set in 2023. Roughly 84% of Americans plan to celebrate the holiday, and per-person gift spending is forecast to hit $284. The surge reflects a broader trend toward premium treats and experience-driven celebrations, as retailers position themselves to meet heightened demand.

Experiences Take Center Stage Over Material Gifts

Experiences are expected to capture a larger share of Mother's Day spending this year, with 63% of survey respondents planning to gift a special outing, such as a meal or a sporting event. An OpenTable survey found that younger generations, particularly Gen Z and Millennials, are driving this shift, favoring dining experiences over traditional presents. Consumers generally expect that children or spouses should pick up the tab after the meal, underscoring a cultural norm around family obligation. The emphasis on shared moments reflects a broader societal move toward valuing time together over material goods.

Confectionery Sales Show Steady Growth, Chocolate Leads

Chocolate and confectionery remain among the most coveted gifts for Mother's Day, with steady growth in the category. Between 2023 and 2024, confectionery sales rose 3.7%, followed by a 3.3% increase from 2024 to 2025. In March 2026, category penetration was up 1.5%, and spending dollars per buyer increased 6.3%. Within the category, chocolate led the charge in 2025: dark chocolate dollar growth surged 15%, white chocolate rose 6%, and milk chocolate increased 5% year-over-year. This trend is expected to persist into 2026, with industry analysts urging retailers to merchandise chocolate as "the emotional hero of the occasion" rather than a secondary add-on.

Demographic Preferences Shape Gift Choices

Nielsen data reveals distinct preferences across demographic groups. Asian households are likely to prioritize gifts that offer a healthy or better-for-you value proposition, while upper-income households are 1.4 times more likely to opt for an experiential gift. Foreign-born U.S. households are 1.8 times more likely to gift specialty coffee or tea. These insights highlight the importance of tailoring marketing strategies to diverse consumer bases. For Mother's Day food and beverage purchases, consumers are prioritizing thoughtful gifts, shared experiences, classic and reliable offerings, and those that convey a premium feel.

Montreal Prepares In-Person Celebrations with Artisan Markets

In Montreal, Mother's Day 2026 will feature in-person events such as the Mother's Day Market, scheduled for Saturday, May 9, 2026, from 11:00 AM at the Montreal Art Center and Museum on William Street. A separate Mother's Day Artisan Market will run from 10:00 AM the same day at the same venue. These events cater to the growing demand for experiential celebrations, offering curated artisan goods and a festive atmosphere. The gatherings reflect a broader trend of community-oriented festivities that complement the national spending boom.

Outlook: Premiumization and Emotional Connection Drive Market

The record spending forecast underscores a shift toward premiumization, where consumers are willing to pay more for high-quality, emotionally resonant gifts. Retailers are advised to emphasize the sentimental value of offerings, as shoppers seek to express appreciation through thoughtful purchases. As Mother's Day 2026 approaches, the convergence of experiential spending, demographic-specific marketing, and confectionery innovation is likely to sustain the upward trajectory. The holiday remains a key economic driver, with implications for retail strategy and consumer behavior well beyond the single day.

The bottom line

• Mother's Day 2026 spending is projected to reach a record $38 billion, driven by premium gifts and experiences.
• 84% of Americans will celebrate, with per-person spending averaging $284.
• 63% of consumers plan to gift an experience, particularly among Gen Z and Millennials.
• Confectionery sales continue to grow, with dark chocolate leading at 15% dollar growth in 2025.
• Demographic factors influence gift choices: Asian households favor healthy options, upper-income households prefer experiences, and foreign-born households gravitate toward specialty coffee or tea.
• Montreal will host artisan markets on May 9, 2026, reflecting the experiential trend.