NRF: Mother's Day Spending Hits $38B as Practical Baby Gifts Rise

Key facts

On April 21, 2026, the National Retail Federation reported that U.S. consumers are expected to spend a record $38 billion on Mother's Day gifts this year, up from $34.1 billion in 2025. The survey of 7,877 adults, conducted April 1-8 by Prosper Insights and Analytics, found that per-person spending is forecast at a record average of $284.25, with 51% of shoppers planning to purchase clothing or clothing accessories for the mothers in their lives.

• Total projected Mother's Day spending: $38 billion, surpassing the previous record of $35.7 billion set in 2023.
• 51% of shoppers plan to give clothing or accessories, making it the fifth most purchased gift category behind flowers, greeting cards, special outings, and gift cards.
• 46% of consumers say finding a unique and useful gift matters most, ahead of price or convenience.

What it means for parents

For families celebrating a first Mother's Day with a new baby, the clothing category in the NRF data captures something specific: practical gifts for the child count as gifts for the mother. A new mom who receives a well-chosen, durable supply of infant socks or onesies gains real daily value. She spends less time worrying about whether socks will survive a wash cycle and less money replacing thin or poorly made basics every few weeks.

The practical-gift trend is reinforced by pediatric guidance. The American Academy of Pediatrics recommends soft cotton clothing for infants, particularly those with sensitive skin or early signs of eczema, a condition that affects a significant portion of babies in the first year. Fabric choice, the AAP notes, is one of the most controllable contact variables in managing skin irritation. That means fabric quality is not just a comfort preference for a new mom buying clothes. It is a genuine care decision. Gifting high-quality cotton baby socks or clothing to a first-year parent is a way to support that decision without adding complexity to an already full schedule.

Background and context

Mother's Day has grown steadily into one of the largest U.S. retail events of the year. The NRF has tracked year-over-year spending increases in nearly every category since 2018, and 2026 marks the highest total in the survey's history. Even with current economic uncertainty, 84% of U.S. adults say they plan to celebrate, in line with recent years. NRF chief economist Mark Mathews noted in the April 21 release that consumers are "gifting from the heart, seeking unique gifts that create lasting memories."

For the new-mom subset of gift recipients, that sentiment translates differently than for most other adult recipients. First-year parents are often simultaneously exhausted, resource-stretched, and highly attuned to what their infant actually needs. The same NRF data shows that online retailers and department stores are tied as the top shopping destinations at 33% each, followed by specialty stores at 29%. That distribution suggests that shoppers are doing research, not impulse-buying, and that well-reviewed practical essentials available on major platforms are well-positioned during this window.

Takeaway

If you are shopping for a new mom this Mother's Day, practical baby essentials backed by quality materials make a stronger gift than novelty items. The NRF data confirms that clothing is already one of the most common gift categories in 2026. Narrowing that choice to soft, combed cotton basics designed for infant skin - including seamless-toe socks that eliminate the pressure seam that can irritate sensitive feet - gives a new parent something she will reach for every morning, long after the flowers have faded.