Mother's Day insights

Discover shopping trends that make Mother's Day special.

Unwrapping Mom's love

On this special day, Walmart customers are eager to show their moms the same love and appreciation they've always received. In 2024, 84% of U.S. adults shopped for Mother's Day,1 with many taking the time to curate special and personalized gifts and moments for all the maternal figures in their lives.2

Walmart continues to be the preferred shopping destination, with 72% of our surveyed customers choosing to shop with us for affordable and convenient gift options..2

Lots of Mom-azing gifts, all in one place

Since 48% of surveyed Walmart customers wanted to create a unique or different gift for the holiday,2 our customers used Walmart as a one-stop shop to build personalized gift sets for mom. And 35% of surveyed Walmart moms even snuck in a Mother's Day gift for themselves during their shopping trip.2

Top Mother's Day purchases by surveyed Walmart customers include2:

Top Mother's Day purchases

With inflation still lingering in the back of nearly half of our surveyed customers' minds,2 many opted for alternative gifts like quality family time at home, and solo mom-time, which they considered equally thoughtful.                                 

Families eagerly embraced the joy of home-cooking, celebrating mom with a special meal at home. 65% of surveyed customers stocked up on food/groceries and a spirited 20% bought alcoholic beverages.2 Love and creativity proved customers didn't have to break the bank to create special moments. 

When asked how surveyed Walmart customers spent Mother's Day with their families:3

Top Mother's Day activities
mothers-day-product-tips

About three-fourths of surveyed Walmart customers did their research and shopping within the two weeks before the holiday,2 making sure to seek out sales and promotions which aided them in building the perfect gift.

When surveyed Walmart customers researched and shopped for Mother's Day2:

mother's day research and shopping stats
mother's day product tips

Our surveyed customers ranked Walmart as their #1 retailer for their Mother's Day shopping needs, ensuring a memorable holiday.4 Plan your campaigns with a mother's love this season.

Insights and actions to help grow your sales

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Sources: 1NRF, “Consumers Expected to Spend Near-Record $33.5 Billion on Mother’s Day,” April 2024. 2Walmart Mother's Day Lookback Survey, first-party data, Walmart Spark Community, provided by Walmart Luminate 2024; Study conducted by Walmart Connect's Media Insights Survey Team. 3Numerator, 2024 U.S. Q2 Holiday Preview Consumer Survey Report, April 2024. 4Walmart Mother’s Day Pulse – Gen Pop. Sample - Customer Insights & Strategy Seasonal Team, 2024.