DATA VIZ: Estimated Mother's Day Spending Habits (2018)

Published: May. 11, 2018 at 3:19 PM AKDT
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Data is sourced from the National Retail Federation, Prosper Insights & Analytics and

The National Retail Federation (NRF) and Prosper Insights & Analytics (PI&A) conducted a

between April 4 through April 12, in which researchers surveyed 7,520 consumers, across America. The data makes up the

Estimated Spending by Year

and the

What Consumers Plan on Purchasing


In regards to

What Consumers Plan on Purchasing

, the sums of the percent totals equals more than 100 percent, because respondents were given the option to select more than one option.

According to NRF, the survey's margin of error is ± 1.2 percentage points.

Meanwhile, conducted a

between April 11 through April 13, in which 1,012 consumers responded. The data makes up the


for April and May.

According to, the survey's margin of error ranges between ± 0.6 and ± 3.2 percentage points. Researchers say the margin of error differs by the questions.

Both surveys had a participating age limit of 18-and-over, only.

Check out the interactive data visualization, above, to:

• Examine how much Americans were expected to spend on the holiday overall – national totals and individual averages – from 2007 through 2018.

• Examine what Americans most commonly plan to purchase for the holiday, in 2018.

• And examine what percent of Americans begin searching for gifts in advance, and what percent wait until the last minute.


Mother's Day spending for 2018 is expected to reach $23.1 billion in America, according to the National Retail Federation. Moreover, the retail trade organization says this expected spending amount is second only to last year, at $23.6 billion.

This year, the NRF survey indicates that the average American will spend nearly $180 on Mother's Day related gifts and outings. Women are expected to spend $145.54 on their mothers; whereas, men are expected to spend quite a bit more, at $215.85.

Following in line with

, greeting cards and flowers are among the most popular gifts to give in 2018. According to the NRF survey, they are also relatively inexpensive, as far as gift-giving goes.

In contrast, consumer electronics – the most expensive gift type on the list – is looking like the least popular gift to give this Mother's Day.

Lastly, a survey conducted by indicates that over 25 percent of American consumers begin gift shopping just one week prior to Mother's Day.

Most impressive is the 4 percent that decide to save shopping for the day of Mother's Day.

To explore any of this information in full, check out the interactive data visualization, above.