Woman using a new coffee machine

How shoppers will spend this Mother's Day

The way we celebrate Mother’s Day may change due to social distancing, but 1 in 3 Americans say they plan to spend more this year than last, according to our survey of Mother’s Day sentiment and shopping plans.

Family is top of mind right now. Over half of Americans are talking to their moms daily, and 25% say they’re more aware of Mother’s Day this year because they miss their family. 

Buying gifts is the way most Americans (60%) plan to show appreciation for moms in their lives—including spouses, partners, grandmothers, and more.

Our survey results offer a preview of Mother’s Day spending:

  • Nearly a third of respondents say they’ll spend between $50 and $150

  • 20% plan to spend over $150

  • The top five gift categories are: flowers (28%), accessories (17%), clothing (10.5%), home decor (10%), and beauty (10%)

  • Top kitchen supplies to be purchased for moms include a coffee maker (29%), a slow cooker (22%), and a blender or food processor (12%)

At Affirm, we’ve seen recent surges in some of these categories as shoppers buy products that make spending time at home more comfortable. Our kitchen supplies category, for example, saw an increase of 70% in early April. 

Now shoppers are looking to enhance mom’s time at home. Making sure she gets her gifts on time will be a top concern. You can put shoppers’ minds at ease by updating your site and marketing materials with expedited shipping or delivery details. 

During this time of constrained budgets, monthly payments can help shoppers buy gifts on your site now and pay at their own pace. To learn how monthly payments with Affirm can help drive sales now, visit our site. You can also read more details of the survey here.

However you celebrate Mother’s Day, we wish you the best for a safe and joyful holiday.

NOTE: This online survey was conducted by Qualtrics among a demographically representative sample of 1,700 U.S. consumers between the ages of 18 and 75 on April 14, 2020.