FRANKFORT, Ky. (April 29, 2026) – Mother’s Day spending is projected to reach a record $38 billion this year, highlighting not only the importance of celebrating loved ones, but also the meaningful impact those purchases have on communities across Kentucky, according to new data from the National Retail Federation and Prosper Insights & Analytics.
The 2026 total surpasses last year’s $34.1 billion and exceeds the previous record of $35.7 billion set in 2023. Consumers are expected to spend an average of $284.25 per person, also a new high.
“Mother’s Day is more than a holiday—it’s a moment that brings families together and drives meaningful support for businesses across Kentucky,” said Tod Griffin, President of the Kentucky Retail Federation. “From florists and retailers to restaurants and service providers, this is an important time for businesses in communities of every size.”
According to the survey, 84% of U.S. adults plan to celebrate Mother’s Day. More than half (54%) will shop for their mother or stepmother, followed by a spouse (22%) or daughter (13%).
Consumers are expected to shop across multiple channels, with online and department stores tied as the top destinations (33% each), followed by specialty retailers (29%) and discount stores (26%).
“In Kentucky, that spending doesn’t happen in just one place,” Griffin said. “Families may shop online for convenience, but they’re also visiting local stores, ordering from nearby florists, and dining in their communities. That mix of spending is what keeps dollars circulating locally and supports jobs across the Commonwealth.”
Traditional gifts remain popular, with 75% of consumers planning to purchase flowers and 74% buying greeting cards. Experiences continue to grow in importance, with 63% planning outings such as brunch or dinner, and a record one-third opting for experiential gifts like concerts or sporting events.
Those experiences are especially impactful at the local level, where restaurants and entertainment venues see increased traffic tied to holiday celebrations.
Jewelry is expected to lead total spending at $7.5 billion, followed by special outings at $6.4 billion and electronics at $4.4 billion—marking the first time electronics spending has surpassed $4 billion for the holiday. Flowers are projected to reach $3.2 billion, while greeting cards will total $1.3 billion.
Consumers are also placing greater emphasis on meaningful giving, with 46% prioritizing unique gifts and 39% focused on creating special memories.
“That focus on thoughtful, meaningful gifts plays directly into the strengths of Kentucky businesses,” Griffin added. “Whether it’s a locally sourced product, a shared meal, or a personal experience, these purchases help create lasting memories while supporting the communities we call home.”
The survey of 7,877 U.S. adults was conducted April 1–8 and has a margin of error of plus or minus 1.1 percentage points.
The Kentucky Retail Federation is the “Voice of Retailing” throughout the Commonwealth, representing retailers of all types and sizes since 1939. From Main Street to the mall, retailers enhance Kentucky’s communities and provide a better quality of life for Kentuckians everywhere. Kentucky’s retail industry supports 556,000 jobs and pays more than $9.3 billion in wages annually. Retailers collect over $2.8 billion in state sales tax and pay millions in other taxes to state and local governments.
