Despite higher prices across many categories, Americans still plan to celebrate Mother’s Day with brunch, flowers and cards — and spending may hit a record.
Wells Fargo agricultural economist Michael Swanson says hosting a home buffet can be a cheaper way to show appreciation. “If you really want to show mom that TLC, you can whip up a buffet at home for a lot less money,” he said. His own family is planning an egg bake at home while dad buys flowers — a budget-friendly approach, but not the norm.
The National Retail Federation projects Mother’s Day spending could reach a record $38 billion this year, an 11% jump from last year. Most shoppers say they will buy flowers and cards, and many will also purchase jewelry, clothing or electronics. Plants are becoming more popular as gifts, according to the Society of American Florists.
That trade group’s survey found two-thirds of florists expect Mother’s Day sales to increase or stay steady. Many florists are shifting toward lower-cost options — smaller arrangements and grab-and-go bouquets — to meet demand and price-sensitive shoppers.
Dining out remains the top activity. Reservations are up: Resy reported bookings nearly 30% higher than the same time last year, and OpenTable said reservations were rising by double digits. Mother’s Day is one of the busiest days of the year for U.S. restaurants, second only to a handful of other holidays like Valentine’s Day for florists and greeting-card sellers.
Grocery prices and restaurant costs are moving differently. The cost of eating out rose 3.8% in March year over year, federal data show, while grocery inflation increased at roughly half that rate. Flower and plant prices were up 7.5%, and jewelry prices rose about 9.9%.
There are some notable product shifts for brunch menus. Retail egg prices plunged nearly 45% in March compared with a year earlier as the egg industry recovers from an outbreak of bird flu — a relief for brunch-heavy restaurants. “It’s like, oh my gosh, great recovery,” said Ed Powers, director of operations at Broken Yolk Cafe, a 42-location brunch chain in San Diego.
Meat prices tell a different story. Beef prices were more than 12% higher in March than a year ago as U.S. cattle herds remain historically small. Chicken and pork prices have been relatively flat. Swanson notes that lower egg costs could encourage more egg-based buffet items, while high-end steak outings will be noticeably pricier.
Higher gas prices are also pinching budgets. The national average has climbed more than $1.50 per gallon since the war in Iran began, with even steeper costs in some states like California. Restaurateurs say weekday traffic has softened, but holiday business — including Mother’s Day — has stayed strong.
Overall, many consumers are balancing sentiment and budget: they’re still likely to honor moms with food, flowers and small luxuries, but businesses are adjusting offerings and pricing to match what shoppers can afford.