Finder makes money from featured partners, but editorial opinions are our own. Advertiser disclosure

How much are we spending on Mother’s Day gifts in 2023?

A lot more than we're spending on dad!

May is upon us, which for many of us means looking for gifts for mom. In fact, over half of all adults in the US (55%) plan to buy something for mom for Mother’s Day in 2023, according to the latest research from Finder.

With some 144 million planning to spend a median of $75 on their mom in 2023, retailers are on track to rake in roughly $11B from Mother’s Day shoppers.

In comparison, just 42% say they will buy a Father’s Day gift in 2023. And with an average spend of $60, US shoppers will spend roughly $7 billion on gifts for dad — about $4 billion less than will be spent on mom.

Mama’s boy vs. daddy’s girl

Parents, if you want gifts: have boys. Almost three-quarters of men (73%) say they will buy at least one of their parents a gift for either Mother’s or Father’s Day in 2023, compared to a little over half of women (56%).

Over two-fifths of women (44%) say they won’t buy a Mother’s or Father’s Day gift in 2023, compared to a little over a quarter (27%) of men.

Just shy of a third of women (30%) say they will buy gifts for both mom and day, whereas a little under two-fifths of men (37%) said the same.

Daddy’s girl seems to be at least partially true, with women (10%) a little more likely than men (8%) to buy gifts for just their dad.

However, mama’s boy is definitely a real thing, with men (29%) far more likely than women (17%) to shop for just mom.

Interestingly, while there is some variation in the number of men and women shopping for mom and dad, how much they plan to spend on each parent is consistent. Men plan to spend a median of $100 on gifts for either Mother’s or Father’s Day, double the projected Mother’s and Father’s Day spend for women ($50).

Millennials and Gen Z giving gifts this year

Good news for parents with Millennials and Gen Z children as 84% of both generations say they will buy either their mom or dad gifts in 2023. (To be fair, the sad reality is that many of those in older generations will no longer have a parent to shop for.)

Gen Y will be spending the most, dropping the most on mom, with a median gift budget of $100. Millennials also plan to spend $100 on dad.

Gen Z is the most likely to shop for both parents (54%).

Millennials (29%) are most likely to shop for just mom.

10% of both Gen Z and Millennials will shop for just Dad.

The West is home to the most Mother’s Day shoppers

Almost three-quarters (70%) of those in the West will buy gifts for parents, with 59% buying a gift for mom.

The West is also home to both the highest percentage of people shopping for either just mom (25%) or just dad (10%).

Those in the Northeast (58%) are least likely to give their parents gifts.

Those in the South (35%) are most likely to be getting gifts for both mom and dad and also the most likely to be shopping for dad (45%).

When is Mother’s Day?

If you’re wondering when is Mother’s Day this year, it’s pretty easy to remember, as Mother’s Day always falls on the second Sunday in May. Mother’s Day 2023 will be on Sunday, May 14, 2023.

Richard Laycock headshot

For all media inquiries, please contact:

Richard Laycock, Insights editor and senior content marketing manager


/in/richardlaycock/ /aleksvee/

You may also like


Written by

Richard Laycock

Richard Laycock is Finder’s NYC-based senior content marketing manager & insights editor, spending the last decade data diving, writing and editing articles about all things personal finance. His musings can be found across the web including on NASDAQ, MoneyMag, Yahoo Finance and Travel Weekly. Richard studied Media at Macquarie University, including a semester abroad at The Missouri School of Journalism (MIZZOU). See full profile

More guides on Finder

Ask a Question provides guides and information on a range of products and services. Because our content is not financial advice, we suggest talking with a professional before you make any decision.

By submitting your comment or question, you agree to our Privacy and Cookies Policy and Terms of Use.

Questions and responses on are not provided, paid for or otherwise endorsed by any bank or brand. These banks and brands are not responsible for ensuring that comments are answered or accurate.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Go to site