Mother’s Day spending is on track to hit a record $38 billion this year, according to the National Retail Federation, up from $35.7 billion in 2023. Yet consumers are increasingly turning to coupons, cheaper products, and fewer gifts — a trend the National Retail Federation calls a snapshot of the modern U.S. consumer economy.
The phenomenon, dubbed “momflation,” reflects a paradox: Even as shoppers complain about inflation and rising prices, many remain willing to splurge on special occasions — just more selectively. A Numerator survey found 43% of shoppers plan to seek promotions, 30% expect to buy fewer gifts, and 26% will switch to lower-priced items.