Mother's Day spending rebounds, but older & younger moms differ in gift choices

Mother's Day spending is ticking back up this year, but how Americans celebrate - and what moms actually want - varies sharply by generation, according to new data from CivicScience.

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After a dip in 2025, the share of consumers planning to spend more than $100 on Mother's Day gifts has risen by four percentage points, a sign that higher-end spending is slowly recovering. Still, most Americans remain budget-conscious, with the majority planning to spend $50 or less - or nothing at all.

Beneath those broader spending trends, however, the data reveals a clearer story: Mother's Day in 2026 is increasingly defined by generational differences, especially among moms themselves.

Traditional gifts still lead, driven by older consumers

Flowers and meals out continue to dominate Mother's Day gifting, but older Americans are largely driving that trend. Among gift-givers, flowers rank as the most common purchase, followed by taking mom out to eat. Adults 45 and older are the most likely to choose both options, reinforcing their status as the backbone of traditional Mother's Day celebrations.

Younger consumers are pushing in a different direction. Adults ages 18 to 34 are far more likely to buy clothing, accessories, or jewelry. They outpace older groups in buying electronics and media, showing a wider shift toward more modern, personalized gift choices. They also lead in purchasing experiential gifts like event tickets.

That divide between traditional and contemporary giving reflects not just how people shop - but how different generations of moms want to be celebrated.

Older moms favor tradition and togetherness

For mothers 45 and older, Mother's Day remains firmly rooted in family-centered traditions.

This group is the most likely to say they want a meal out with their family, making it their top gift preference by a wide margin. They also show relatively less interest in alternative gifts like chocolates or experiential items.

When it comes to how they want to spend the day, older moms are even more definitive. A majority (53%) say their ideal Mother's Day involves spending time with their children and/or partner, the highest share of any age group.

Self-focused activities hold little appeal. Just 7% of moms 45 and older say they'd prefer doing something special for themselves, such as a spa day or personal outing. That figure emphasizes how strongly this generation prioritizes togetherness over individual time.

Younger moms seek balance - plus personal time

Younger mothers, particularly those ages 18 to 44, tell a subtler story.

While they still value family time, they are far less singular in their preferences. Among moms ages 18 to 44, 42% say they want to spend Mother's Day with their children or partner - noticeably lower than older moms.

Instead, younger mothers are carving out space for themselves. About 23% say they'd prefer doing something special on their own, making them more than three times as likely as moms 45 and older to prioritize self-care. That difference marks one of the clearest generational divides in the data. For younger moms, Mother's Day isn't just about family - it's equally about personal well-being.

Their gift preferences reflect a similar shift. Younger moms are more likely to say they want chocolates or sweets, and they show stronger interest in a wider range of gift types compared to older moms, whose preferences are more concentrated around meals and family experiences.

At the same time, younger moms place slightly greater value on handmade gifts or cards from their children, highlighting a mixture of sentimentality and individuality in how they approach the holiday. (Also, most moms would agree getting a homemade gift or card from your kid who's still in school is preferable to, say, your 25-year-old son or daughter.)

A gap between giving and receiving

The generational divide also helps explain a persistent mismatch between what people give and what moms actually want.

While flowers are the most commonly purchased gift overall, they rank only in the middle of moms' wish lists across age groups. The disconnect is particularly notable among younger moms, who are more open to nontraditional gifts and experiences.

Meanwhile, the top request across all generations - a shared meal - continues to correspond more closely with older consumers' purchasing habits than younger ones.

A holiday evolving across the generations

As spending rebounds, the bigger shift may be cultural.

Older moms are holding onto the traditional blueprint of Mother's Day: family, meals, and time together. Younger moms, by contrast, are redefining the holiday to include both connection and independence.

The result is a widening generational gap in expectations - one that is likely to shape how the holiday is celebrated in the years ahead.

For families managing those differences, the message is increasingly clear: there's no one-size-fits-all approach to Mother's Day anymore.

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This story was originally published May 6, 2026 at 6:17 AM.