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Survey May 3, 2024

Mother’s Day 2024: Expect more muted spending plans

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Fewer shoppers are planning to spend ‘more’ this year compared to 2023

One-third of Mother’s Day shoppers (33%) are planning to spend ‘more’ on their purchases this year, down from 40% in 2023. Instead, more plan to spend the ‘same’ (61%), rising from last year (54%). Tempered spending sentiment is likely driven by inflation. Eight out of ten (78%) Mother’s Day shoppers indicate that inflation is impacting their purchase plans, up significantly from 2023 (74%). Despite macroeconomic challenges, seasonal opportunities still exist, particularly among younger generations of shoppers.

Spending more
While Mother’s Day spending plans overall are muted compared to 2023, Gen Z and millennials are maintaining more bullish outlooks than their older counterparts, with their plans to spend ‘more’ exceeding the overall average

Planning to spend ‘more’ for Mother’s Day

Celebrating ‘me’
While parents (62%) and spouses/partners (29%) top the list of Mother’s Day gift recipients, more than one in ten (16%) are planning to treat themselves this year. This is particularly true among millennials (21%), who are in their prime child-rearing years.

Planning to buy a Mother’s Day gift for ‘myself’

Considering credit
Younger generations are also the most likely to be swayed into spending more than intended if the right credit card option (e.g., special cardholder discount, 0% financing or convenience of paying over time) is available to them.

Credit card offers (net) could entice additional Mother’s Day spend

Key takeaway: Navigating an uncertain spending environment
With inflationary pressures continuing to test shoppers’ spending mettle, it’s not surprising that overall Mother’s Day purchase intentions are drawing back a bit this year. However, it’s also clear that not all shoppers are reacting in the same way. Whether it’s due to life stage, socioeconomic status or just general affection for Mother’s Day, it’s important for retailers to home in on these pockets of opportunities throughout the year to ring up sales during uncertain times.

Source: Bread Financial proprietary study, Mother’s Day Look Ahead survey, April 2024.

About Bread Financial™

Bread Financial™ (NYSE: BFH) is a tech-forward financial services company providing simple, personalized payment, lending and saving solutions. The company creates opportunities for its customers and partners through digitally enabled choices that offer ease, empowerment, financial flexibility and exceptional customer experiences. Driven by a digital-first approach, data insights and white-label technology, Bread Financial delivers growth for its partners through a comprehensive suite of payment solutions that includes private label and co-brand credit cards and Bread Pay™ buy now, pay later products. Bread Financial also offers direct-to-consumer products that give customers more access, choice and freedom through its branded Bread Cashback American Express® Credit Card and Bread Savings™ products.

Headquartered in Columbus, Ohio, Bread Financial is powered by its approximately 7,000+ global associates and is committed to sustainable business practices. To learn more about Bread Financial, visit or follow us on Facebook, LinkedIn, Twitter/X and Instagram.