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Shopper Snapshot: Mother’s Day

Dan Joyner

Consultant, Complete Consumer

Gift giving can be overwhelming – especially for last-minute or unsure shoppers. Build their confidence with clear signage, curated displays, and gift guides tied to mothers’ interests, personalities, or price points.

  • Writer: Dan Joyner
    Dan Joyner
  • 2 days ago
  • 1 min read

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.

 



About the author

Bringing extensive experience in survey and longitudinal panel research, Daniel Joyner has studied consumers’ shopping and purchasing behaviors since joining Circana in 2004. In his two decades with Circana, Joyner has designed and led hundreds of consumer research projects, including new product and package tests, ad messaging and content evaluations, price sensitivity analyses, brand health tracking, and consumer segmentation.


As a previous member of the start-up team for the Checkout receipt panel, Joyner played a pivotal role in developing many first-to-market POS-calibrated longitudinal buyer analytic methodologies. His deep expertise in customer behavior and consumer panel analytics made Joyner a trusted advisor to many brands and retailers, helping them leverage panel research to uncover new growth opportunities and improve their marketing strategies.


Joyner’s research is anchored in the fundamental truth of consumer behavior: Loyalty is fleeting, and brands must constantly innovate to stay relevant. Passionate about transforming the way brands think about their customers, his insights equip brands to adapt, innovate, and thrive in today’s competitive omnichannel marketplace by embracing consumer-first strategies.

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