New Report Takes a Closer Look at How Consumers Celebrated Mother’s Day 2025

Circana has released its “Shopper Snapshot” for Mother‘s Day 2025, uncovering insights into the two-thirds of U.S. consumers who celebrated and shopped for the occasion this year.

According to the consumer and market trend research company, the trends revealed this year versus last year “provide valuable lessons for brands and retailers seeking to better understand this annual celebration.” From traffic spikes in certain retail channels to mismatches in gift-giving, the findings highlight opportunities for retailers and brands moving into future gifting holidays.

Key findings from the survey include:

• Flowers and practical gifts were the most popular choices, but underappreciated categories such as handmade gifts, experiences and jewelry were what many moms truly desired.
• Retailers saw a clear lift in specific categories as Mother’s Day approached, especially plants, trees, fitness gear and smart devices. Even paint and home décor get a boost.
• Home improvement stores saw a dramatic 34 percent traffic lift during Mother’s Day week, followed by craft stores and convenience channels.
• Many mothers reported valuing quality time or a break from responsibilities over traditional gifts. Thoughtful experiences like planned outings or quiet moments of connection stood out.
• Plants, fitness equipment and kitchen appliances led the way in demand during the week of Mother’s Day, reflecting a blend of practicality, wellness and personalization in gifting.
• One-third of moms say their families never or rarely “get it right” on Mother’s Day.