Circana’s Shopper Snapshot: Mother’s Day 2025 report uncovers insights into the two-thirds of U.S. consumers who celebrated (and shopped) for the occasion this year. 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 to improve how families shop for this holiday.

Consumer insights:

• 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.

• Home improvement stores saw a dramatic 34% 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.