According to a recent survey conducted by LendingTree, over a third of Americans (38%) believe tariffs are causing a reduction in their Mother’s Day spending this year. However, caution is advised in blaming tariffs when explaining gift choices to mothers.
As Mother’s Day approaches, consumer behavior remains uncertain. Some may still spend generously, while others might cut back due to economic concerns and tariffs.
LendingTree’s survey suggests a decrease in spending, with Americans planning to allocate an average of $148, down 14% from the previous year’s $172, and 34% from 2022’s $225. Despite this, 50% acknowledge the possibility of overspending.
Matt Schulz, LendingTree’s chief consumer finance analyst, noted that people do not wish to reduce spending on Mother’s Day gifts, but financial pressures necessitate difficult decisions. This may include spending less on Mother’s Day.
Contrasting this view, the National Retail Federation (NRF) is optimistic. Their survey indicates expected spending of $34.1 billion, a slight increase from last year’s $33.5 billion, with an average spend of $259.04 per person.
Katherine Cullen, NRF’s VP of Industry and Consumer Insights, highlighted that Mother’s Day is second only to the winter holidays in spending, and economic uncertainty is unlikely to change that trend.
Adobe Analytics reports positive trends in online sales, with significant increases in categories such as fragrances, purses, lipstick, and flowers, especially in luxury segments. Popular items include crossbody bags, clutches, purple-toned lipstick, and charm bracelets.
This report was originally published by Retail Brew and featured on Fortune.com.
