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Mother's Day expenditure in the U.S. 2007-2020

Americans were planning on spending around 26.7 billion U.S. dollars on Mother’s Day in 2020. This figure has steadily increased over the survey period, with an extra 12 billion dollars now being spent on loved ones than in 2010, when expenditure reached around 14.6 billion dollars.

Mother’s Day in the United States

As suggested by the name, Mother’s Day is an annual celebration which honors mothers and motherhood. The modern holiday was first celebrated in the United States in 1908, and later in 1911 it was observed as a holiday in all U.S. states. Initially the holiday was celebrated out of sentiment, however, it was soon commercialized when Mother’s Day cards were put on shelves in the early 1920s. In 2020, U.S. consumers planned to spend around one billion U.S. dollars on greeting cards for Mother’s Day.

Shopping behavior

When shopping for a gift for Mother’s Day, 44 percent of respondents during a recent survey stated that finding a unique gift was the most important shopping consideration. During the same survey, department stores came out on top as the leading shopping destination, followed by online and specialty stores.

Planned total expenditure on Mother's Day in the United States from 2007 to 2020 (in billion U.S. dollars)*

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Release date

April 2020


United States

Survey time period

April 1 to April 6, 2020

Number of respondents

8,294 respondents

Age group

18 years and older

Supplementary notes

*Mother's Day takes place every year in May.

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