May 8, 2025
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What Do Moms Want for Mother’s Day?
A host of surveys show that while “experiences,” whether going out for brunch or to a day spa, are becoming increasingly popular as a way to celebrate Mother’s Day, many moms just want the day off.
NRF’s 2025 Mother’s Day spending survey conducted by Prosper Insights & Analytics found that “gifts of experience” continue to gain traction post-pandemic, as 36% of men plan to gift experiences this year, up from 29% in 2019. The survey further found that nearly half of consumers (48%) believe finding a gift that’s “unique or different” is most important to them, followed by 42% who say they want to find a gift that creates a special memory.
“Alongside traditional gifts like flowers or a card, gifts of experience are a way to create a special memory with mom,” Prosper EVP of Strategy Phil Rist said. “Whether it’s tickets to a concert or movie, a wine tasting or simply a scenic hike and picnic, there are options to fit any budget.”
A survey of 2,000 American mothers taken in April 2024 and commissioned by Online-Casinos.com found the top gift preferred for Mother’s Day to be “an experience together,” cited by 57%. However, many moms weren’t necessarily looking to head to the restaurant. When asked for the ideal activity, a “relaxing day at home” was cited by 41% of moms, with 43% desiring a “home-cooked meal (not by me).”
A recent YouGov survey similarly found that many moms prefer to stay home (35%) in what the polling firm said reflects “a possible desire for low-key celebrations or comfort-focused plans.”
YouGov still found the top gift pick for Mother’s Day to be taking mom out for a meal or drinks, cited by 38% of moms, followed by flowers (34%) and gift cards (29%). Interest in wellness or spa experiences as a gift option rose to 25%, up from 18% the prior year.
An OpenTable survey found that moms enjoy being taken out for a meal, but they’re also looking for a break. Of the moms surveyed, 44% agreed that having someone else take the lead on decisions on the day “makes the day special,” with 39% admitting they’ve had to book their own Mother’s Day meal. Reflecting on the findings, Caitlin Slavens, a psychologist and parenting expert, told Parents magazine, “We live in a culture that celebrates moms one day a year and leans on them the other 364.”
BrainTrust
Lisa Goller
B2B Content Strategist
Gary Sankary
Retail Industry Strategy, Esri
Neil Saunders
Managing Director, GlobalData
Recent Discussions
Discussion Questions
Are moms most looking for a physical gift, an experiential gift, or a day off to celebrate Mother’s Day?
Have retail’s conventional Mother’s Day gift offerings (i.e., flowers, jewelry) become increasingly outdated?
Poll
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Our data backs the view that experiences are important, and have been growing in importance over recent years. Cards and simple gifts like flowers and chocolates also remain important – that has not changed much over the years.
So is the first one to lecture on what Moms want going to be a Y-chromer? Hmm….Anyway, the real question here, I think, is should retailers accept that a large number of their woud-be targets don’t want anything they sell, or try to force the issue? I say let it go (and concentrate on Dad’s Day….it’s the underserved one anyway.)
I am with the 42% of moms who said they would like a relaxing day at home with their families, and although I agree with the 43% who desire a “home-cooked meal not cooked by me” that won’t happen.
At my stage in life I am happy just to have my family together in one place, although younger moms likely want time to themselves. It’s all relative and it does all point to an experience rather than gifts, although those are nice, too.
PSA: Spend some time with your mother this weekend. I wish I could.
From pampering to presence, moms range in their desired Mother’s Day presents. Physical gifts (coffee maker, jewelry), experiential services (spa day, high tea) and quality time (walk in the park together, order her favorite takeout, watch the Leafs win) can help moms feel special and give them a break from their daily routines. There are perfect solutions for every mom and every budget.
Lunch!
Maybe the best gift, other than brunch?
Rather than just acquiring more physical items, experiential gifts allow moms to create lasting memories. An activity that aligns with their interests can range from a spa day to a cooking class.
Furthermore, experiences can provide relaxation, excitement, or learning opportunities, making them meaningful and personal ways to celebrate Mother’s Day. On the other hand, experiential gifts enable moms to take part in activities tailored to their interests and preferences, creating cherished memories that will last a lifetime.
My wife has four sisters, and decades ago, all the family got together regularly for Mother’s Day. Each year, the women prepared the meal. Then one year, one of the sisters suggested that the men take care of the day. The men gave no pushback. We said, “OK”, readily. “We will take you all out for dinner.”
“No, no, you should make the dinner like we do” (Paraphrase) I still don’t know why going out for dinner was unacceptable. The next year, we were back to tradition. The mothers made the dinner.
I had to vote “No Opinion” because “all of the above” wasn’t an option. My limited experience of being married to a Mom for 40 years, they want to spend time with their kids, and sometimes their husbands. Mother’s Day has had a winning playbook for 111 years, going back to the first official Mother’s Day. Heartfelt cards, flowers, a breakfast out, and time with kids. Save the gadgets and tech gifts for next month. Dads usually have a different idea for their day. (Again, speaking from experience)
Spending time with mom, celebrating with mom, showing appreciation, and small gifts seem to be the winner in our family. No matter where or how we celebrate, putting mom at the center is the key.
With my limited sample size (wife, mother, daughter, friends) it seems that what is wanted can vary by individual so I don’t feel qualified to generalize in any way whatsoever. However, in a few weeks as me about Father’s Day…
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Our data backs the view that experiences are important, and have been growing in importance over recent years. Cards and simple gifts like flowers and chocolates also remain important – that has not changed much over the years.
So is the first one to lecture on what Moms want going to be a Y-chromer? Hmm….Anyway, the real question here, I think, is should retailers accept that a large number of their woud-be targets don’t want anything they sell, or try to force the issue? I say let it go (and concentrate on Dad’s Day….it’s the underserved one anyway.)
I am with the 42% of moms who said they would like a relaxing day at home with their families, and although I agree with the 43% who desire a “home-cooked meal not cooked by me” that won’t happen.
At my stage in life I am happy just to have my family together in one place, although younger moms likely want time to themselves. It’s all relative and it does all point to an experience rather than gifts, although those are nice, too.
PSA: Spend some time with your mother this weekend. I wish I could.
From pampering to presence, moms range in their desired Mother’s Day presents. Physical gifts (coffee maker, jewelry), experiential services (spa day, high tea) and quality time (walk in the park together, order her favorite takeout, watch the Leafs win) can help moms feel special and give them a break from their daily routines. There are perfect solutions for every mom and every budget.
Lunch!
Maybe the best gift, other than brunch?
Rather than just acquiring more physical items, experiential gifts allow moms to create lasting memories. An activity that aligns with their interests can range from a spa day to a cooking class.
Furthermore, experiences can provide relaxation, excitement, or learning opportunities, making them meaningful and personal ways to celebrate Mother’s Day. On the other hand, experiential gifts enable moms to take part in activities tailored to their interests and preferences, creating cherished memories that will last a lifetime.
My wife has four sisters, and decades ago, all the family got together regularly for Mother’s Day. Each year, the women prepared the meal. Then one year, one of the sisters suggested that the men take care of the day. The men gave no pushback. We said, “OK”, readily. “We will take you all out for dinner.”
“No, no, you should make the dinner like we do” (Paraphrase) I still don’t know why going out for dinner was unacceptable. The next year, we were back to tradition. The mothers made the dinner.
I had to vote “No Opinion” because “all of the above” wasn’t an option. My limited experience of being married to a Mom for 40 years, they want to spend time with their kids, and sometimes their husbands. Mother’s Day has had a winning playbook for 111 years, going back to the first official Mother’s Day. Heartfelt cards, flowers, a breakfast out, and time with kids. Save the gadgets and tech gifts for next month. Dads usually have a different idea for their day. (Again, speaking from experience)
Spending time with mom, celebrating with mom, showing appreciation, and small gifts seem to be the winner in our family. No matter where or how we celebrate, putting mom at the center is the key.
With my limited sample size (wife, mother, daughter, friends) it seems that what is wanted can vary by individual so I don’t feel qualified to generalize in any way whatsoever. However, in a few weeks as me about Father’s Day…