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In the United States, Mother’s Day 2024 fell on Sunday, May 12. Ahead of the holiday, a survey by the National Retail Federation (NRF) and Prosper Insights & Analytics forecast $33.5 billion in total spending and about $254 per person celebrating. Flowers, greeting cards and outings were among the most popular planned gifts.
When was Mother’s Day 2024?
Mother’s Day in the U.S. was Sunday, May 12, 2024. The NRF named that date in its May 3 holiday article, and Michigan Governor Gretchen Whitmer’s official proclamation also designated May 12 as Mother’s Day in Michigan. These dates describe the U.S. observance; they do not establish dates or customs in other countries.
What did shoppers expect to spend?
The NRF and Prosper Insights & Analytics forecast about $33.5 billion in total U.S. Mother’s Day spending and about $254 per person celebrating in 2024. These were survey expectations published before the holiday, not audited totals of what shoppers ultimately spent.
A separate analysis by Northwestern University’s Medill Spiegel Research Center of Prosper’s April 2024 survey (n=8,213) reported that 84.2% of respondents expected to celebrate and put average planned spending at $254.04. That figure is the analysis’s precise survey average; it is not a final checkout total. The survey also noted that celebrators may buy for multiple recipients and that spending tends to increase with the number of recipients.
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What gifts and activities were popular?
In Northwestern’s analysis of the April survey, respondents planned these purchases or activities:
| Planned choice | Share of survey respondents |
|---|---|
| Flowers | 74.3% |
| Greeting cards | 73.7% |
| Special outing, such as dinner or brunch | 59.3% |
The figures reflect reported plans, not verified purchases or a guarantee that any particular recipient wanted those gifts. The analysis also tracked jewelry, clothing or accessories, housewares or gardening tools, books or CDs, consumer electronics or computer accessories, and personal services.
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Were experiences more popular than physical gifts?
Northwestern’s analysis found that 57.2% of respondents prioritized an experience, such as a meal or spa day, over a physical gift; 42.8% prioritized a special item. That split shows that shared time was a substantial option in the survey, not that every family preferred an outing. NRF likewise described flowers, cards and outings as classic choices, including brunch.
For a practical choice, start with what the recipient enjoys, then consider whether an object or time together suits them better. For an outing or service, check that the booking and location work for the people involved; the survey does not establish local availability or booking conditions.
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What did respondents value in a gift?
In the same Northwestern analysis, 47.5% said finding a unique or different gift was important, while 42.9% valued a gift that creates a special memory. These responses help explain why a personal message, a carefully chosen object or a shared activity could all make sense; they are not a prescription for every recipient.
Online was the leading reported shopping channel at 35.4%, followed by local or small businesses at 25.5%. Respondents could use more than one channel, so the percentages should not be read as mutually exclusive market shares.
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Who did the 2024 observance recognize?
Whitmer’s Michigan proclamation described Mother’s Day as a time to recognize biological, adoptive, foster and single mothers, as well as grandmothers and godmothers. It also asked people to remember those who have lost a mother or a child. That is language from Michigan’s proclamation, rather than a universal rule for every observance.
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How to read the 2024 figures now
These numbers are historical survey findings and forecasts for the 2024 U.S. holiday. NRF’s holiday data index preserves the 2024 article among past survey resources; the $33.5 billion forecast and gift preferences should not be treated as current-year estimates or as evidence of what an individual household chose.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
