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"Momflation" is changing how we celebrate Mother's Day
May 9, 2026
Posted 1 hour ago by
Americans are still showing up for mom this Mother's Day — but with more budgeting, bargain hunting and strategic splurging as momflation pushes up the cost of flowers, brunch and gifts.Why it matters: Mother's Day is becoming a snapshot of the modern U.S. consumer economy: Even as shoppers complain about inflation and rising prices, many are still willing to spend on special occasions — just more selectively.Americans appear increasingly willing to trade down, not opt out.By the numbers: Consumer spending on Mother's Day is expected to hit a record 38 billion this year, according to the National Retail Federation, up from the previous record of 35.7 billion set in 2023.Flowers remain the most popular gift category, with 75 of shoppers expected to buy them.The big picture: Numerator survey data found 43 of shoppers planned to seek out promotions or coupons, 30 planned to buy fewer gifts and 26 planned to switch to lower-priced products.RetailMeNot similarly found shoppers gravitating toward lower-cost gifts and quality-time experiences over expensive purchases.LendingTree found 55 of shoppers say they may spend more than they can afford this year.Zoom in: Groundwork Collaborative told Axios that flower prices are up 16 from a year ago, adding roughly 441 million in additional spending this Mother's Day season, driven in part by tariffs on imported flowers and higher air-freight costs.The U.S.
Chamber of Commerce separately estimated new flower tariffs could add a 25 million tax on Mother's Day bouquets.Between the lines: Americans may be cutting back elsewhere, but few want to skimp on mom.RetailMeNot found shoppers increasingly value time and relief over pricey gifts, with respondents saying the most meaningful presents are quality time, a day without responsibilities and help with chores.Dig deeper: Brunch isn't immune either, with dining out getting pricier too.Wells Fargo projects Americans will spend about 4 more dining out this Mother's Day, with the average restaurant bill expected to hit roughly 67.Americans love dining out, and Mother's Day is one of the biggest occasions to do it, Wells Fargo chief agricultural economist Michael Swanson told Axios.Swanson said brunch may offer a cheaper alternative this year as egg prices ease, while beef-heavy dinners remain expensive because of elevated beef prices.The bottom line: Americans are still willing to spend for mom — just more strategically.Rising prices are pushing shoppers toward smaller bouquets, brunch over dinner and simpler gifts that still carry emotional weight.
Axios
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